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Life OK takes Sher-e-Punjab to the Big Apple

The channel promoted Sher-e-Punjab Maharaja Ranjit Singh at Times Square by organising Turban Day on the occasion of Baisakhi

Life OK took its historical show Sher-e-Punjab Maharaja Ranjit Singh to New York amid much fanfare. The Star US team conducted an activation at Times Square, New York.

On April 15, to celebrate Baisakhi, a non-profit group ‘The Sikhs of New York’ organised ‘Turban Day’ at Times Square. The Star US team joined hands with this group to amplify the festivities and alongside spread awareness regarding the show about Maharaja Ranjit Singh.

The day was celebrated by the people of New York by tying colourful turbans. Almost 8,000 turbans were tied during the event.

Maharaja Ranjit Singh’s life-sized model was the centrepiece of the event and people posed with it and pledged to always uphold the values of service and unity that their great king propagated. Snippets of the show and promos were shown to give a glimpse of this historical masterpiece.

Speaking about the activation, a source at Life OK, said, “The philosophies of Maharaja Ranjit Singh have universal relevance especially in today’s day and age. With a massive Punjabi diaspora living in the US, we realised that Baisakhi was the perfect day to bring together people to commemorate Maharaja Ranjit Singh’s vision of unity.”

In the pre-launch phase, Life OK initiated an on-ground activation called Sher-e-Punjab Ekta Yatra, which touched almost 32,000 people. This parade was flagged off on March 14, 2017 in Patiala and culminated on March 20, 2017 in Hoshiyarpur. The parade consisted of floats, canters, popular radio jockeys and performers. It moved across 20 cities of Punjab.

Taking the central stage in this parade was a large map of modern day Punjab. Every city the canter moved, people were asked to donate fistful of soil of their land. More than 30,000 people came together to contribute soil and create this first-of-a-kind installation that was made by Punjabis with the soil of Punjab as tribute to Maharaja Ranjit Singh’s vision of unity.

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