Debashish Chakraborty
Marketing Initiative

COLORS ‘Weaves’ with India for a stronger tomorrow... with Rouble Nagi Art Foundation to weave the longest sustainable linen to commemorate the launch of its new love story, Shubharambh

COLORS, one of the leading Indian GEC channels, is back with its new offering, Shubharambh. While the channel has been providing its viewers a diverse range of shows, it's renowned for addressing social issues and adapting stories to tackle stigmas and spread awareness. Therefore, in sync with its new show - The story of Raja and Rani, who are imperfect as individuals but together they weave magic - the channel has collaborated with Rouble Nagi Art Foundation (RNAF) to weave the longest eco-friendly bed linen. By offering artisans from across the country a major platform, the channel has defined its belief of collective progress of the society by not just providing them an opportunity to showcase their craft but also giving a voice to the underprivileged.

Carrying its lineage forward, in a first-of-its-kind initiative, the channel imparts the importance of strong partnerships and provides a stronger hand in the betterment of our society. As the show focuses on the power of ‘Ek Aur Ek Gyarah’, the initiative is planned to bring India together for a better today and a prosperous tomorrow.

Rouble Nagi Art Foundation is a leading NGO that conducts art workshops for children throughout India. With an aim to transform the community through art, the foundation has over 32 Balwadis in Mumbai alone. Also, in its latest ground-breaking initiative, ‘Misaal Mumbai’, it organized and executed the first slum painting initiative in the country where they painted over 2,000 houses and continues to 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.”

L to R :  Akshit Sukhija, Rouble Nagi,Nina Ela ... Shashi Mittal, Sumeet Mittal & Mahima Makwana.
L to R : Akshit Sukhija, Rouble Nagi,Nina Ela ... Shashi Mittal, Sumeet Mittal & Mahima Makwana.

She further added, “At COLORS, we have always believed in growing stronger together and it has led us to conceptualize many path-breaking 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, 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 a 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.”

To reach the masses, COLORS has launched a 360-degree marketing campaign. Backed by digital, television, and print, the highlight is 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 two and a maximum of four couples. While the game will test the compatibility of the couples, it will also push the participants to showcase their ability to excel as business partners in the game. The game will be played across four cities in UP (Varanasi, Agra, Lucknow, and Kanpur). In addition to this, partnering with the 'Pinkathon' marathon event, the channel has renamed its 21Km couple run to ‘Raja Rani 21Km Run’.

Taking its core theme of two different individuals coming together and creating a unique bond, the channel has brought on board influences to reach a greater connect – digitally. As part of the influencer campaign, COLORS will be sending gift hampers containing one shoe of the pair to different influencers. Then they have to post the picture with a single shoe using the hashtag, #EkAurEkGyarah, and further, track the hashtag to find another shoe of the pair.

Produced by Shashi Sumeet Productions, Raja and Rani will rewrite the rules of companionship. Shubharambh has premiered on December 2 and airs every Monday to Friday, at 9 pm on COLORS.