Campaigns
COLORS ‘WEAVES’ with India for a stronger tomorrow
The entertainment brand planned a series of promotional on-ground activities including on-ground board game, slum painting and associated with Pinkathon for a special integration
Marking the launch of its new fiction offering Shubharambh, COLORS has collaborated with Rouble Nagi Art Foundation (RNAF) to weave the longest ecofriendly bed linen. Giving a platform to the artisans from across the country, the initiative imparts the importance of strong partnerships and how it can help in the betterment of our society. COLORS has always believed in collective progress of the society and reach the consumers at a grassroot level to emerge stronger together. Hence, 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.
Rouble Nagi Foundation conducts art workshops throughout India and runs 32 Balwadis in Mumbai alone. The foundation aims to transform the community through art. It’s 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.
Speaking about this partnership, 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 instill 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 program that reaches more than 16 states. It has been an absolute delight to partner with an organization that has transformed communities through art.”
She further added, “At COLORS, we have always believed in growing stronger together and it has led us to conceptualize many pathbreaking 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.”
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 2 couples and a maximum of 4. 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 4 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’.
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