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Tag: Choti Sarrdaarni

  • Marketing innovations help COLORS achieve 30+ accolades in 2019

    Marketing innovations help COLORS achieve 30+ accolades in 2019

    MUMBAI: As the 2019 year comes to an end, COLORS, the Viacom18’s flagship brand in the entertainment space, recounts marketing innovations that were executed to engage the audience and create a cohesive viewing experience.

    COLORS not only built and enhanced consumer engagements across platforms but also won 30 + awards across categories. It created remarkable cultural touchpoints, driving unique social media engagement along with the best use of technology.

    Viacom18’s marketing and digital head – Hindi mass entertainment Sapangeet Rajwant said: “It has been a wonderful year and we have achieved many milestones by launching path-breaking campaigns for our show. We shaped our marketing activities with the help of emerging technology, methods, and patterns to connect with consumers most effectively.”

    Rajwant further said, “We have created engagement-based campaigns with the help of AR filters, Holograms and grass-root level activities to give viewers a firsthand experience. Our success was influenced by inspiring and thought-provoking storylines that resonated with the audience.”

    COLORS  was launched on 21 July 2008, as a combination of ‘emotions’ and ‘variety’, offers an entire spectrum of emotions to its viewers. Here is a look at some of the noteworthy marketing campaigns of 2019 undertaken by brand:

    On-ground activations:

    For the launch of its mythological show, Ram Siya Ke Luv Kush, a rendition of the epic Ramayan, COLORS designed a disruptive marketing campaign integrated with technology. A closeted holy abode, Bhakti Ki Yatra, was created along with a stellar structure that gave people Sakshat Darshan of our Ram, Sita, Luv and Kush through Hologram technology.

    Led by a larger than life structure of ‘Luv Kush controlling the Ashwamegh’ made for a great photo opportunity and was flagged off in the presence of national media in Lucknow and trailed across Kanpur, Agra, Allahabad and Varanasi – giving viewers a glimpse of the show

    For its fiction offering Choti Sarrdaarni which is set against the backdrop of Punjab, COLORS brought alive the essence of heartland through its marketing innovations. In the hot summers, Sikhs gather in public areas to distribute chilled, flavoured ‘chabeel’.

    Taking a cue from this insight, a Choti Sarrdaarni branded mobile van was created to ply the streets of Punjab and NCR, distributing packaged rose-flavored lassi. LED screens were put up on the vans displaying the show's promos to generate buzz around it.  The vans were led by a bike rally of Sardaarnis dressed in traditional attire, Paranda and Kada, accompanied by Dhol beats bringing alive the theme of the show

    For the social drama, Vidya, based on a strong and socially relevant concept, the channel initiated a Vidya Daan programme wherein boxes were kept outside trade media publications’ offices and the employees were urged to donated books and stationery to the ones in need

    Building on community engagement, the channel has devised a ‘Kismat Ka Shubharambh’ life-size board game activity which was specially designed game of Sajhedaari (partnership) planned in 4 cities in Uttar Pradesh (Varanasi, Agra, Lucknow, and Kanpur). 

    The game tested the compatibility of each of the players as well as their ability to excel as business partners at various points in the game. It also had advantage points like a Double Bonanza Risk and Kismat ki Chakri which gave the players a chance to increase the price of money as well.

    The winners were gratified with exciting prizes. As a part of integration with Pinkathon, the 21-kilometer couple run was re-christened as ‘Raja Rani 21-Km Run’ after the names of the lead characters of the show

    Joining in the cricket frenzy during IPL, COLORS gave its viewers a chance to win tickets to watch Mumbai Indians play LIVE at the stadium. The fans had to participate in and score big by logging on to the interactive microsite, www.colorspremierleague.com, and answer a few simple questions daily during the match timings.

    With every right answer, they were able to score runs and win Mumbai Indians and COLORS merchandise. Also, a few lucky ones also won tickets to watch Mumbai Indian matches from the stand and an all-expense-paid trip to watch the final match of the season

    Curated to bring cinema closer to its viewers, COLORS Cineplex launched UP’s first solar-enabled theatre Electro COLORS Cineplex at the Nauchandi Mela this year. With a promise to provide unceasing entertainment, an enclosed theatre capacitated with solar panels and comfortable seating was built to facilitate non-stop and on-the-go entertainment for the viewers.

    Apart from the movie screening, the audience also got an opportunity to make complete use of the solar-powered mobile charging units to charge their mobiles while watching movies. Moreover, mobile charging units with a contextual message were installed at strategic points across the mela ground for people to avail of the benefits.

    Digital and Social Media campaigns:

    COLORS emphasized on technology as a way to drive engagement and spark conversations to make Ram Siya Ke Luv Kush relevant for the youth. For instance, it forged the first partnership between an Indian General Entertainment Channel and Google and created a ‘Twitter Setu’ – by getting influencers to reply to a single tweet and creating the illusion of a bridge or a virtual Ram Setu.

    They also collaborated with UC browser and Google Assistance to give more impetus to the overall campaign. As a part of the digital initiative for Choti Sarrdaarni, the channel along with Jam8 launched an upbeat music anthem celebrating the spirit and swag of true Sarrdaarnis featuring the lead of the show, Nimrit Kaur alongside Punjabi artist Sara Gurpal

    Taking the influencer engagement further, for its fiction offering Shubharambh, COLORS separated a pair of shoes and sent them to two different influencers. They were then asked to find their ‘sole’mate by posting an image of the shoe using the hashtag, #EkAurEkGyarah, and track that hashtag to find out their partner. The activity not only generated relevant conversation but also brought alive the concept of the show 

    For Bigg Boss’s latest season, social media content packaged to encourage conversations resulted in the show spiking the COLORS’ monthly share of voice on digital to 85% across the category, peaking at 94% during the first week of December.

    Executing weekly engagement activities like innovative AR filters, polls and sentiment tapping on digital led to over 4 billion impressions and 1 billion video views in just a month – all organic and the highest ever for any Bigg Boss season.

  • A tale of a relentless Bahadarni, Choti Sarrdaarni

    A tale of a relentless Bahadarni, Choti Sarrdaarni

    MUMBAI: Womanhood is laced with many complexities imposed by culture, society, familial responsibilities and many times by self-inflicted fear. But the one who faces all the harsh realities and emerges triumphant is truly a strong woman, a Bahadarni. COLORS’ upcoming fiction offering Choti Sarrdaarnisketches the life of one such woman, Meher, who overcomes hardships and fights fearlessly to become an invincible mother. The show stands true to the fact that there is no greater warrior than a mother protecting her child and highlights the multiple facets of Meher as a ‘Bahadarni’, who will be known as the Choti Sarrdaarni.Produced by Cockcrow and Shaika Entertainment, Choti Sarrdaarni will go on air starting 1st July, every Monday-Friday at 7:30 pm.

    Based in the heartlands of Punjab’s Sardool Garh, the show traces the life of Meher Dhillon (played by Nimrit Kaur), a level headed Punjabi girl who dreams of a perfect life with, Manav (played by Hitesh Bharadwaj), the one she loves. But all her dreams and hopes come crashing down due to unforeseen circumstances created by Meher’s mother Kulwant (played by Anita Raj) and she is left to fight her own battles. She then meets Sarabjit Gill, (played by Avinesh Rekhi) a politician and a single father and her life takes an unexpected turn. Fierce and full of fire, Meher emerges stronger, learns to combat her fears and becomes the protector of her family, a Choti Sarrdaarni.  

    Speaking about the launch, Nina Jaipuria, Head, Hindi Mass Entertainment and Kids TV network Viacom18, said – “COLORS is committed to championing and propagating stories of tenacious women through shows like Shakti…Astitva Ke Ehsaas Ki, Udaan and now with Choti Sarrdaarni. Through this show, we want to celebrate the spirit of every woman who has been through tough times but has come out stronger. It is an ode to all those women who have empowered themselves and played a prominent role in protecting and shaping the future of their families.”

    Resonating similar sentiments, Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment said, “Choti Sarrdaarni is a story presented through the lens of a girl, who persists against all complexities of life, breaks stereotypes and paves the path to become a strong woman and moreover a stronger mother. Courage is a woman’s strongest armor and if we draw inspiration from our inner self, we can achieve anything and Meher’s story will remind everyone of just that. The viewers will relate to Meher’s struggles and her valor as she finds happiness, embraces motherhood and becomes a Bahadarni.”

    Rajesh Ram Singh, Producer, Cockcrow said, “The show captures the transformation of Meher from being a young girl to a brave Bahadarni. It is a story of a real woman and how she achieves her true worth by eliminating all odds. The show is set against the colorful backdrop of Punjab and we will have various elements that will take the viewers into the by lanes of its gifted cities. We have been shooting extensively in and around Amritsar to bring out the true flavor and culture of the city.”

    Actor Nimrit Kaur essaying Meher’s charactersaid, “I feel honored to be giving my acting career such a wonderful start by portraying a character as impactful as Meher’s. She strives to build back her life after falling apart several times and does so gracefully while achieving remarkable feats.  She transitions from a simple girl into a Bahadarni – a shield of her children and family. The narrative of the Choti Sarrdaarni is very heart-warming and Meher’s character seemed to be a perfect fit as I am a Punjabi and it was a sweet coincidence to be playing a Sardaarni in the show. I am very excited about this new chapter of my life and looking forward to it.” 

    Avinesh Rekhi playing Sabarjit Gill commented,“I will be essaying the role of a politician, Sarabjit, who is a single parent and a loving husband. He meets Meher at a crossroad but accepts her with open arms and gives a new meaning to her life.I take immense pride in the fact that I will be the first lead actor to sport turban on television with this show and I hope that I am able to carry it off with absolute grace and respect.  The concept of Choti Sarrdaarni is very promising and comes with a powerful message and I am certain that the audience will love me in this new avatar.”

    Anita Raj portraying Kulwant Kaur said, “My character in the show, Kulwant, is Meher’s mother who is an authoritative Sarpnach and an ambitious woman. She wants Meher to get married to Sarabjit in a bet to find inroads into the political system and fulfill her longstanding dream of becoming a politician. It's a very strong and interesting character and I am enjoying playing the part of Sarpanch Kulwant Kaur in the show. The concept of Choti Sarrdaarni is very fresh and highlights different shades of a woman that will resonate with the audience..

    Hitesh Bhardwaj playing Manav Sharma said, “I am essaying the role of Manav Sharma who is deeply in love with Meher. He comes across as a tough person but also has an emotional side too especially when it comes to matters of the heart. Meher is the centre of his universe and his love for her is unconditional. I am elated to be a part of the show that is backed by a strong concept and exceptional storyline.”

    The channel has planned a series of marketing activities at the grassroots level to strike a connect with the viewers. Choti Sarrdaarni branded Chabeel vans will trial around the busy streets, interiors, markets and high footfall areas of Punjab and NCR distributing packaged rose flavored lassi known as Verka. LED screens will be put up on the vans displaying the show's promos to generate more buzz.  The vans will be led by a bike rally of Sardaarnis dressed in traditional attires wearing Paranda and Kada accompanied by Dhol beats bringing alive the theme of the show. As a part of the digital initiative, the channel along with Jam8 will also launch an upbeat music anthem celebrating the spirit and swag of true Sarrdaarnis featuring the lead of the show, Nimrit Kaur along with Punjabi artist Sara Gurpal. The viewers can tune into the show between 1stto 5thJuly at 7.30 pm and also participate in a contestant to win an all-expense paid trip to Singapore.