The intent is to inspire young minds and help them understand the real value of freedom from child labour, through art.
After having touched upon serious social issues like female foeticide, child-marriage, domestic violence and honour-killing, the channel has now decided to throw light on yet another issue - freedom from child labour. The objective is to inspire young minds to understand the value of freedom by expressing their ideas through art.
The campaign has been just launched on Colors through a special promo film. It will run till October 25.
The campaign is interactive in that it requires viewers to participate by sending in samples of their artwork. Basically, the campaign involves a contest wherein children (seven-14 years of age) will be invited to express their understanding of 'freedom' through art. The best entries will be announced after every episode of Udann.
The campaign will be promoted on-ground, through what the team calls a 'School Contact Program', which will be conducted across Uttar Pradesh, Maharashtra, Gujarat and Madhya Pradesh. It will cover more than 29 cities, including metros.
During the course of the on-ground leg of the campaign, special vignettes from the show Udann, depicting various aspects of Chakor's (the protagonist) journey, will be showcased, in a move to inspire the participants.
Hauslon Ki Udann will not only be targeted at young children, but also at their parents. While a Certificate of Appreciation will be given to all participating children, the best entries will be rewarded with the opportunity to interact with the protagonist and other artistes from Udann. They will also be given the chance to be part of a special fun-filled episode on Children's Day (November 14).
Sapangeet Rajwant, head, marketing, Colors, says, "As a socially responsible broadcaster, this campaign is a step towards creating awareness and engaging with our audiences on-ground. While Chakor has captivated viewers with her innocence, we look forward to making her an inspiration for many more kids. Through on -and off- air mediums we will try and reach out to children from as many towns as possible."
Udann airs on Monday through Saturday at 8.30 pm.