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Colors launches new fiction ‘Shubharambh’, partners with RNAF to weave longest eco-friendly bed linen

Shubharambh chronicles the journey of Raja and Rani, who are imperfect as individuals but together they weave magic. For deeper engagement with consumers, Colors has designed a 360-degree marketing campaign

(L to R) Akshit Sukhija, Rouble Nagi, Nina Elavia Jaipuria, Ashish Shelar, Shashi Mittal, Sumeet Mittal & Mahima Makwana

Viacom18’s Colors channel launched a new fiction Shubharambh produced by Shashi Sumeet Productions from December 2, which will be aired every Monday to Friday, at 9 pm.

To give a platform to the artisans from across the country, Colors collaborated with Rouble Nagi Art Foundation (RNAF) to weave the longest eco-friendly bed linen. As a second leg to this activity, the linen will be distributed among the ones in need.

Shubharambh chronicles the journey of Raja and Rani, who are imperfect as individuals but together they weave magic. As the show focuses on the power of ‘Ek aur Ek gyarah’, the initiative too will bring India together for a stronger tomorrow.

Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV network Viacom18, said, “As broadcasters, we believe in harnessing the power of stories to cultivate change. Shubharambh presents a unique interpretation of companionship and the strength that it beholds, and that inspired us to launch this unique partnership. ‘Ek aur Ek Gyarah’ aims to rejuvenate and empower not just the underprivileged but instil within millions the power of togetherness. By partnering with RNAF, we are taking a step further and helping the community through a craft-based livelihood programme that reaches more than 16 states. It has been an absolute delight to partner with an organisation that has transformed communities through art.”

She added, “At Colors, we have always believed in growing stronger together and it has led us to conceptualise many path-breaking shows and innovations. Mirroring this ideology is our new fiction offering Shubharambh that presents a different take on partnership and how two individuals, who get pulled down in life come together only to become each other’s strength. With this new addition, we are set to further strengthen our prime time-band and with Raja and Rani’s exceptional love story create a connect with the audience.”

Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, Viacom18, said, “As individuals, we all have flaws. We silently condemn them and try to conceal it from the outside world. The journey of Raja and Rani is no different and they will face many hurdles in life as people undermine their talent and often criticise them. But only after this their lives find the missing fortunes in one another, they create magic and build a dream together. The storyline of the show will bring forth many harsh realities of life in the most endearing manner and is sure to strike a chord with the viewers.”

Rouble Nagi Foundation conducts art workshops throughout India and runs 32 Balwadis in Mumbai alone. The foundation aims to transform the community through art. Its latest initiative ‘Misaal Mumbai’ was the first 'slum painting' initiative in the country where they painted over 2,000 houses and continues their work in this field.

Rouble Nagi, Founder, Rouble Nagi Art Foundation, said, “We are excited to partner with Colors for the launch of ‘Shubharambh’, a show that has a behaviour-change message around ‘strong partnerships’. Colors has always connected with viewers by showcasing major social issues at the grassroots level and we have done the same at RNAF through our unique initiatives. This association will give thousand men and women in villagers and slums all over the country a chance to showcase their skillset and at the same time provide help to the ones in need. With this collaboration, we hope to reach out far and encourage thousands to uplift each other.”

Believing in the mantra of deeper engagement with consumers, Colors has designed a 360-degree marketing campaign. The highlight being an on-ground version of a life size board game called ‘Kismat ka Shubhaarambh’. A game of Sajhedaari that is played by a minimum of two couples and a maximum of four. The game has been built to test the compatibility of every couple as well as their ability to excel as business partners at various points in the game. The winners of the activity will be gratified with exciting prizes. Planned in four cities in Uttar Pradesh (Varanasi, Agra, Lucknow, and Kanpur), this consumer drive will further be amplified with a digital version across mediums. The entire marketing campaign will be backed by strong print, digital, on-ground (CGPC) and television plans to create a major impact.

Additionally, Colors has also associated with Pinkathon for a special integration where the 21Km couple run will be re-christened to ‘Raja Rani 21K Run’. On the digital front, the channel is bringing the concept of two very different people coming together via a unique influencer campaign. Colors will send gift hampers containing one shoe of a pair to one influencer. They then have to post an image of the shoe using the hashtag, #EkAurEkGyarah, and track that hashtag to find out who their pair is! This way, a gamified influencer campaign will pan out, bringing alive the concept of two unlikely people becoming a pair and being more complete and stronger together, just like our show’s Raja-Rani.

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