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.
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."
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. First Published : August 14, 2014