For its newest fiction property, Udānn and to further engage with its viewers and generate awareness on the issue of bonded labour prevalent in India even today, Colors has launched an initiative called ‘Hauslon Ki Udānn’. Reaching out to its viewers across various cities, with this interactive campaign, Colors 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 Udānn which will air on 14thNovember, 2014.
The ‘Hauslon Ki Udānn’ 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 Udānn depicting various aspects of series character Chakor’s journey will be showcased before children to be used as inspiration to paint and present their interpretation of freedom.
‘Hauslon Ki Udānn’ 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 Udānn and also be a part of a fun-filled episode integration whilst celebrating Children’s Day.
Commenting on this initiative, Sapangeet Rajwant, Head – Marketing, Colors said, “As a socially responsible broadcaster, this campaign is 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 ‘Hauslon Ki Udānn’ campaign will launch on Colors via a special creative starting 20th October till 25th October, 2014 while inviting active participation from viewers across the country. The best entries selected will be announced after every episode of Udann. We will also see the campaign pan out across print and broadcast mediums will also be promoted on digital platforms across social media outlets.