Raj Nayak, CEO, Colors talks about ‘Mission Sapne’, the channel’s upcoming show, which is close to his heart. The show goes on air on April 27, 2014. Nayak speaks about celebrities devoting their time to the show pro bono, the channel’s upcoming strategic marketing activity across TV, digital and outdoor. Going forward, Colors will do one or two not-for-profit shows in a year, he said.
Hosted by Sonali Bendre, ‘Mission Sapne’ brings together celebrities from various walks of life and encourages them to leverage their fame for the benefit of the common man. As part of the show, audiences will get an opportunity to see their favourite celebrities step into the shoes of the common man for a day and earn their daily wage.
What were the thoughts/ insights that led to ‘Mission Sapne’?
As a channel we believe that amongst other things, we also have some responsibility towards the society. So, when producer Vikas Gulati of Sobo Films approached us with the concept of the show and the back-stories of the common people, we felt it was something we must do with the help of our vast platform. The primary aim of the show is to sensitise people about the issues of the common man and spread the message that you too can in your own way help someone.
Are they going to be more shows on similar lines from the Colors stable?
Nothing has been planned at the moment. We will do one or two not-for-profit shows in a year which in a way is our way of doing CSR.
Are there any unique promotional activities in the pipeline for the shows given its celebrity quotient?
Yes, since we are taking up sensitive issues and the celebrities have devoted their time pro bono, it would be a shame if we don't talk about a show like this. We will be doing some strategic marketing activity across TV, digital and outdoor. Mika Singh has sung the title track of the show for us of which we have cut a music video. The same is running Pro bono across some channels. Some radio networks are also running the audio version of the track Probono. So in a way, people are coming forward and showing their support towards the show.
What has been the journey from the inception of the idea, given that it is unique from its launch later this month, what were the challenges you faced?
I think we should have planned a bit better and given the producers a little more time. We were in a bit of hurry to launch the show. The whole shoot was rushed as we needed to shoot during a particular two week period. Managing the dates of the celebrities was little difficult. Having said that, I'm sure the next season will be even better as it is a brilliant format and we have complete faith in it.
Season one of the show will see top celebrities from across Bollywood, television, sports and music, volunteering in this Mission, including actors Salman Khan (Barber), Varun Dhawan (Pattiwala), Harbhajan Singh (Namkeen seller), Mika Singh (Chaiwala), Ronit Roy (Cosmetics Seller), Ranbir Kapoor (Vada-pav seller), Ram Kapoor (Taxi driver), Karan Johar (Photographer), Drashti Dhami (Nimbu-mirchi seller) and Siddharth Malhotra (Vegetable vendor). True to the person he is helping, the celebrity will move away from their comfort zone to drive a taxi, sell vegetables or become a door-to-door salesman and use their talent, wit and star persona to bring a change in their ordinary and tough lives.