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Colors to launch Udann

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | August 14, 2014
The show will celebrate the aspirational journey of Chakor, as she takes life in her stride.

Udann

Colors, the Viacom18 flagship Hindi GEC is launching a new show titled 'Udann' on August 18. The show, conceptualised by Mahesh Bhatt, is the tale of Chakor, a free-spirited young girl whose existence is pawned by her helpless and poverty-stricken desperate family when in her mother's womb, as collateral for money.

Udann

Through Udann, Colors aims to address the social issue of bonded labour. Produced by Dhaval Jayantilal Gada and Guroudev Bhalla Productions, the show has been written by Robin Bhatt and Javed Siddiqui. It will air every Monday to Saturday at 8.30 pm.

Raj Nayak, CEO, Colors says, "Udānn is our newest attempt to highlight issues and practices which continue to plague our country even today. Through Chakor, our young protagonist, we are looking forward to create awareness about bonded labour and its implications on society and the lives of those who have been affected by it. We hope that the audiences will join Chakor on her journey from innocence, realization, hope, freedom and achievement."

Udaan Cast & Producers

Set against the rustic backdrop in the hinterland of Uttar Pradesh where bonded labour is dominant, Udann is an honest rendition of life and society. It brings to light the innocence of a young, but sharp-minded child, Chakor whose unhindered zest for life strengthens when faced with challenges at the hands of the Rajvanshi family headed by the zamindar, Kamalnarayan. Unaware of the circumstances which have led to her being wagered, Chakor experiences a gamut of emotions as she struggles to take wings and find her rightful place under the sun.

Bhatt adds, "Nothing communicates better than the truth. Through Udānn, we hope to create an advocacy for the liberation of women as they fight against injustice. Chakor finds herself pitted against the entire world as she stands tall against a practice which cripples human aspirations." Prashant Bhatt, weekday-programming head, Colors, believes that viewers will find an inspiring story of hope and resilience. The show will see a high decibel 360-degree marketing campaign, pan India, that will leverage all media like outdoor, on-air, radio and digital to garner mind space of the viewer.

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