As a part of the marketing campaign for its new show Kamali, Zee Kannada has launched an anti-ragging campaign in Karnataka. With students from across the state moving to bigger cities in order to pursue their higher studies, the channel has taken up the responsibility to spread awareness about the ill-effects of ragging. Zee Kannada’s latest show, Kamali, will front the campaign, emphasising positive change among the student community in Karnataka.
Kamali is the story of a young village girl's quest to excel in academics and become a kabaddi professional, while fighting against all odds. Essayed by actor Amulya, Kamali embodies strength and determination despite several roadblocks, ragging being one of them when she moves to the big city to continue her passion for kabaddi and studies.
Through this campaign, Zee Kannada will reach out to students in an attempt to inform them about the harmful repercussions. With theatre and postcard distribution, the campaign was launched recently, starting with Bengaluru. The channel has visited a few colleges in the city – Surana College Peenya, Sri Lakshmi Group of Institution and Surana College Kengeri. This will be followed in 25 colleges across different towns in Karnataka, including Tumkur, Hassan, Shimoga, Chikmagalur and Hubli.
In a novel approach aimed at connecting with the student community, the programme in each college will feature a skit performed by a four-member troupe that showcased how ragging can negatively impact one’s life. Following the skit and games, Kamali-styled postcards will be handed over to the students, containing a helpline number for those affected by ragging.
Featuring an anti-ragging message, these postcards will urge affected students to speak out and share their experiences. Zee Kannada's representatives will be on-location to address any grievances and direct them accordingly. Students will be encouraged to actively participate in the one-hour programme, flavoured with both performances and informational and determining content.
Raghavendra Hunsur, Business Head, Zee Kannada, said, “Ragging has been a persistent issue in the country and we have taken it upon ourselves at Zee Kannada to see how best we can curb this issue. With our newly-launched show Kamali in the forefront of this campaign, our intent is to spread awareness on the after-effects of ragging among the student community and encourage those who have been affected.”