Colors joins hands with Laadli for uplift of women

The channel, in partnership with Population First, announced the eighth Laadli Media and Advertising Awards for Gender Sensitivity 2015-2016 that celebrates the efforts to promote gender sensitivity

BestMediaInfo Bureau | Mumbai | November 10, 2016

(L-R) Raj Nayak (COLORS), Dolly Thakore (Ambasador Laadli), Dr AL Sharada (Population First), Anuja Gulati (UNFPA), Jigyasa Singh, Meera Deosthale and Mr Sista (Population First)

Colors, which is best known for taking up socially relevant causes and creating prime time shows that revolve around such topics, has joined hands for yet another such cause. Colors has teamed up with Laadli, the flagship campaign by Population First for gender sensitivity, to raise awareness and work together on various initiatives relating to the uplift and empowerment of women.

In partnership with Colors, Population First launched the eighth edition of the Laadli Media and Advertising Awards for Gender Sensitivity (LMAAGS) 2015-16. These awards recognise and celebrate the efforts of the media and advertising community to promote gender sensitivity in India. The MoU signed with Colors as the exclusive Cause Partners is in keeping with the channel's vision to highlight a woman's strength and gumption in the society at large.

Speaking at the launch Raj Nayak, CEO, Hindi Mass Entertainment, Viacom 18, said, “Gender equality and empowerment are tangible issues faced by the Indian population today. As we steadily move towards adopting Western cultural themes, there is a section of the media and advertising industry that is working diligently towards rehabilitation of various strata in our society. At Colors, it is our constant endeavour to highlight the various characteristics and traits of the strong Indian woman of today, and our association with the Laadli Media Awards is a step in this direction.”

Talking about the power of media, S V Sista, Executive Trustee, Population First, said, “Over the last few years LMAAGS has set a benchmark for the media in the space of gender sensitive reporting of women. We thank the media for their continuous support in this issue. The LMAAGS was instituted to salute this spirit in the space of gender sensitivity, thus celebrating the power of media.”

“From a mere 100 entries in 2007 to more than 1500 entries in 2015, Laadli Media Awards have come a long way in acknowledging the media's contribution in women empowerment and gender issues. The increasing volume of discussion in public domain on gender issues is an indication that we are witnessing the beginnings of change. This year, too, we hope to see a quantum leap in the number of entries of Laadli Media Awards. Also the partnership with Colors is a refreshing start to the new edition and indeed helps us to sustain the impact and reach of the awards,” said A L Sharada, Director, Population First.

The Laadli Media and Advertising Awards for Gender Sensitivity have been instituted to acknowledge, highlight and celebrate the commendable efforts undertaken by print and electronic media (TV, radio and web) and advertising agencies, to promote gender sensitivity as an integral part of their work. The last date for receiving entries is December 15, 2016, and the awards will be announced soon thereafter.

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