Times Now identifies the Power of Shunya with DuPont

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | August 12, 2013
The show is an attempt to deliver sustainable science powered solutions and contribute to India's progress making lives better, safer and healthier.

Times Now has launched a new show in partnership with DuPont, titled 'The Power of Shunya - Quest for Zero'.

The Power of Shunya - Quest for Zero

The show is an attempt of DuPont to deliver sustainable science powered solutions and contribute to India's progress making lives better, safer, and healthier for people everywhere in the country. It is a part of DuPont's global 'Collaboratory' (collaboration + laboratory) initiative.

The company believes in the use of science-driven innovation to nourish a growing population, build a secure energy future and make the world a safer place. With BBC World News, DuPont has done a show called 'Horizons' which is in its third season now.

Erich Parker, director of corporate communications/positioning, brand and creative, DuPont, recollects, "Three and a half years ago I began leading an initiative at DuPont to find a global positioning territory that reflects the heart and soul of the company and we did it by interviewing hundreds of people around the world, internally within DuPont and externally. A couple of things emerged - one of them was that innovation and science based innovation is really the future of the world and we creatively expressed that with a phrase called 'Welcome to The Global Collaboratory'. We at that time decided to launch a branded content on BBC World News called Horizons. That programme seems to have got such a response around the world; we wanted to do something along those lines specifically in India, celebrating innovation in India."

Erich Parker

Rajeev A Vaidya

Avinash Kaul

The Power of Shunya is DuPont's quest to feed a growing population with zero hungry mouths, to build a new infrastructure with zero construction casualties, to provide electricity to villages with zero carbon footprint, a quest for zero nutrition deficiency by collaborating with customers, governments, NGOs and thought leaders.

Talking about the reasons for launching the show in India, Parker tells afaqs!, "For decades DuPont has this notion that the company is committed to zero - zero work place accident, zero mistake in many areas. This notion of committed to zero which is a part of DuPont's heritage seemed like a perfect fit with the fact that zero really was discovered by India."

Anchored by Anupam Kher, the series will examine the critical challenges facing a growing India, and showcase the various companies and individuals who have done pioneering work to find practical science-based solutions for the same. The 16-episode series will explore sustainable science-based solutions to core issues plaguing a growing economy.

DuPont talked to several channels for this content but chose Times Now to air it. "Times Now seemed immediately captivated with the idea and they shared our excitement about this notion of creating this programme. We clicked as a group and it seemed to be a right thing," Parker adds.

Rajeev A Vaidya, president, South Asia and ASEAN, DuPont, says, "The Power of Shunya expresses both that commitment and our ambitions as a company to help find collaborative, science-powered solutions tailored to India's unique challenges. We are delighted to be partnering with Times Now to showcase companies and individuals epitomising the spirit of Indian ingenuity that is already making a difference to the lives of millions of Indians every day and for generations into the future."

Avinash Kaul, CEO, Times Now, ET Now and Zoom says that Times Television Network consistently strives to bring differentiated content to the viewers and The Power of Shunya series is a glowing example of it. "The series is backed by extensive research and high production standards and has been meticulously put together in a slick format, giving it a very international appeal."

Hemant Arora, business head, branded content, Times Now, ET Now and Zoom, says, "DuPont and Ogilvy Entertainment teams brought unmatched passion to the table and that drove us to create something that would stand the test of any world class benchmark in terms of content as well as the desired impact."

The Power of Shunya: Quest for Zero airs every Saturday at 5.30 pm, with repeats on Sunday at 9:30 am and 6:30 pm.

The show will be followed by 'The Power of Shunya-Challenge for Zero'. There will be an overlap of three-four episodes between the two shows. 'The Power of Shunya-Challenge for Zero' will be a university challenge wherein the company will reach out to universities across India to see their business marketing talent and select the best students in that area. There will be teams of two, which will be presented before the panel of judges for the final selection of a grand prize winner.

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