MUMBAI: After registering number two position at the TAM TV ratings chart, Colors is leaving no stone unturned to further engage with its viewers and generate awareness with its initiative called ‘Hauslon Ki Udann’.
Ever since its launch, Udann has created a stir across the nation with its issue of bonded labour prevalent in India even today.
Reaching out to its viewers across various cities, with this interactive campaign, the channel aims to go beyond building social awareness and focus on inspiring young minds to understand the value of freedom by expressing their ideas through art. The campaign will culminate into a special Children’s Day episode of Udann which will air on 14 November.
The campaign will be implemented over two phases. The first leg of the campaign will be flagged off through an on-air contest wherein children aged between 7 to 14 years will be invited to paint their understanding of freedom and send in their respective entries.
The on-air campaign will be extended on-ground through a School Contact Program which will be spread across Uttar Pradesh, Maharashtra, Gujarat and Madhya Pradesh covering more than 29 cities including metros like New Delhi.
During the course of the on-ground leg of the campaign, special vignettes from Udann depicting various aspects of Chakor’s (the lead character) journey will be showcased before children to be used as inspiration to paint and present their interpretation of freedom.
‘Hauslon Ki Udann’ will not only be targeted at young children, but also their parents in order to engage the entire Indian diaspora and urge them to take a stand against the issue. While a Certificate of Appreciation will be presented to all participating children, the best entries will get an opportunity to interact with Chakor and other pivotal artistes from the show and also be a part of a fun-filled episode integration whilst celebrating Children’s Day.
Commenting on the initiative, Colors marketing head Sapangeet Rajwant said, “As a socially responsible broadcaster, this campaign is a step towards creating awareness and also engaging with our audiences on ground. While Chakor has captivated viewers with her innocence, we look forward to make Chakor an inspiration to many more kids by giving them a chance to let their imagination soar though this activity. With the help of both on-air as well as off-air mediums we’ll try and reach out to as many towns as possible to put a smile on the faces of little children and give them an opportunity to feature in this special episode of Udann.”
The campaign will launch on the channel via a special creative starting 20 October till 25 October, while inviting active participation from viewers across the country. The best entries selected will be announced after every episode of Udann. One will also see the campaign pan out across print and broadcast mediums which will also be promoted on digital platforms across social media outlets.
