As broadcasters, we believe in harnessing the power of stories to cultivate change: Nina Jaipuria

Mumbai, 2nd December 2019: 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.

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.”

Speaking about the show, 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 criticize 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. 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.

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 behavior-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 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’. 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, thereby 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.