Continuing its 10 years’ celebration, Hindi entertainment channel Colors has extended its brand philosophy ‘Chuno Apne Rang’ from reel to real with the humanitarian drive ‘Roshni – Andheron Mein Rang Bhariye’. This initiative by the channel encourages viewers to take a pledge and donate their eyes to brighten the lives of the visually impaired.
‘Roshni – Andheron Mein Rang Bhariye’ aims at bringing light to the lives of the visually challenged. This initiative is the second phase of its ‘Chuno Apne Rang’ brand philosophy that encouraged viewers to choose an emotion that they relate to most and identify that with a specific colour, thereby inspiring one to express themselves in their unique way. ‘Roshni…’ is choosing to make a difference and giving the gift of sight to the blind.
To bring alive this vision, Colors has partnered with the Eye Bank Association of India that works with eye donors across the nation. The drive is positioned to peak during the Eye Donation Fortnight from August 25 to September 8. Showcasing its unwavering commitment to this cause, Colors will be changing its main on-air logo to ‘black’ and back to its regular colour during the period of the campaign. The campaign was flagged off on August 17. Its social media assets will be following a similar route with all posts and video content becoming grey scale. Bollywood actor Salman Khan, Mouni Roy and the leads of the marquee shows on the channel such as Jennifer Winget, Nia Sharma, Rubina Dilaik and Harshad Chopra will be seen making an appeal to viewers to be part of this noble cause.
Raj Nayak, COO, Viacom18, said, “Colors has always ushered in positive change in society through its progressive and socially relevant story telling. We continue to bring this ideology to life with our association with the Eye Bank Association of India. ‘Roshni…’ is an attempt to include our viewers in the social change we aspire to bring through and make a difference to the lives of the visually impaired. It’s time to spread colour in a world that is dark for many.”
The campaign will be amplified through radio announcements and on-ground camps across the country.