~ Shubharambh airs every Monday to Friday at 9 PM only on COLORS ~
Lucknow, 7th December 2019: A single shoe is meaningless without its pair, just like a perfect stitch requires a sui and a dhaaga or an earing that loses significance without its other half. These things not just complement each other but are perfect together! Just like Raja (played by Akshit Sukhija) and Rani (played by Mahima Makwana), the lead protagonists of COLORS upcoming fiction offering Shubharambh. The show is an unusual love story of two distinct personalities who are imperfect as individuals but together, they discover new horizons. Their lives fit perfectly well into each other’s and they become ‘Ek aur Ek Gyraah’ to create an inspiring tale. Produced by Shashi Sumeet Productions, Raja and Rani will rewrite the rules of companionship starting today, every Monday to Friday, at 9 pm only on COLORS. The cast of COLORS’ Shubharambh recently visited the city of nawabs, Lucknow to meet their fans and to talk about the innovative campaign ‘Ek aur Ek gyarah’.
Situated in a small town of Gujarat, Raja and Rani come from opposite backgrounds; while Raja is born in the lap of luxury, Rani leads a humble life. All is well until a tragedy hits Raja’s family when he loses his father and is left at the behest of his paternal uncle and aunt. At a young age, Raja is made to take responsibility for his entire family on his shoulders and support his mother. Apart from taking care of his father’s suiting and shirting business, Raja looks after his entire family and leads a life by their principles. But the only thing that is missing in his life is ambition and he doesn’t realise it until Rani enters his life. Rani, on the other hand is a flamboyant girl who belongs to a humble family. Her father is an alcoholic while her mother pulls out all the strings to make ends meet. Such adverse conditions never dampened Rani’s self-confidence and her eyes are always full of dreams. But whenever she tries to take a big step towards the betterment of her own and family’s future, everyday challenges anchor her steps to the ground. Until she meets Raja and rediscovers her inner strength. An eager beaver Rani ignites the spark in the otherwise directionless Raja and together they create magic and do a Shubhaarambh for this new life.
Marking the launch of its new fiction offering Shubharambh, COLORS has collaborated with Rouble Nagi Art Foundation (RNAF) to weave the longest eco-friendly bed linen. Giving a platform to artisans from across the country, the initiative imparts the importance of strong partnerships and how it can help in the betterment of our society. COLORS has always believed in collective progress of society and reach the consumers at a grassroot level to emerge stronger together. Hence, as a second leg to this activity, the linen will be distributed among the ones in need. Shubharambh chronicles the journey of Raja and Rani, who are imperfect as individuals but together they weave magic. As the show focuses on the power of ‘Ek aur Ek gyarah’, the initiative too will bring India together for a stronger tomorrow.
Mahima Makwana essaying the character of Rani commented, “I started my career with COLORS and I am happy to be associated with the channel once again. I feel blessed to be a part of the show that encourages people to dream big without worrying about their shortcomings. Rani’s character comes from a deprived background, but she works tirelessly to uplift her family. She is practical, loving but is in need of emotional support. I'm proud to be associated with this great initiative 'Ek aur Ek Gyarah' by COLORS that is derived from the roots of the show. I personally believe that when people unite a stronger force is created and then accomplishing any goal becomes easy. I wish COLORS and Rouble Nagi Arts Foundation the very best for this initiative and I hope together we inspire millions through this campaign. I am excited to be in Lucknow and I’m also looking forward to explore the city and try out the world famous Lucknowi delicacies."
Akshit Sukhija playing the character of Raja said, “I feel elated to make my television debut with a show that touches upon the unique concept of partnership. Raja belongs to a rich family but is humble at the same time. He time and again faces rejection but his hope and spirit are what keeps him afloat. But his life takes an unexpected twist when he finds Rani as his companion. The chemistry of Raja and Rani is something the audience will love and should watch out for. I hope they’ll enjoy our journey and root for us. Weaving a stronger India is a brilliant initiative by COLORS and Rouble Nagi Arts Foundation. I wish everyone who's weaving the largest ecofriendly bed linen the best. ‘Ek aur Ek gyaraah’ is an exceptional way to give back to the community and it's a great Shubhaarambh for a stronger tomorrow. Coming to Lucknow and being welcomed with such warmth by the people here has been extremely overwhelming, the hospitality we have witnessed is the best. I’m eagerly waiting to try the lucknowi kebabs.”
Along with Mahima Makwana and Akshit Sukhija in the lead role, the show also features Pallavi Rao, Tushar Dalvi, Chaaya Vora, Meer Ali, Dipna, Aarjav Trivedi, Zalak Desai, Vaibhavi Mahajan, Padmesh, Vaidehi Dhanecha, Pratik Rathod and Meghan Jadhav playing in key roles.
To build a deeper engagement with consumers, COLORS designed a 360- degree integrated marketing campaign across cities. Onground, a life size, board game was planted titled, 'Kismat ka Shubhaarambh'. The game of Sajhedaari, played by a minimum of 2 couples and a maximum of 4. The game tests the compatibility of every couple as well as gages their ability to know if they would excel as business partners through various stages. The game was installed across 4 cities of Uttar Pradesh (Varanasi, Agra, Lucknow, and Kanpur), this consumer drive has been amplified with a digital version too across mediums. The entire marketing campaign will be backed by a strong print, digital, on-ground (CGPC) and television promotion to create a major impact. Additionally, COLORS has also associated with the Pinkathon for a special integration where the 21Km couple run will be re-christened to ‘Raja Rani 21K Run’. On the digital front, the channel is bringing the concept of two very different people coming together via a unique influencer campaign. COLORS will send gift hampers containing one shoe of a pair to one influencer. They will then have to post an image of the shoe using the hashtag, #EkAurEkGyarah, and track that hashtag to find out who has the other show that eventually makes them a pair! This will also help in bringing alive the concept of two unlikely people becoming a pair and being more complete and stronger together, just like our show’s Raja-Rani.
To build a deeper engagement with consumers, COLORS designed a 360- degree integrated marketing campaign across cities. On ground, a life size, board game has been planted titled, 'Kismat ka Shubhaarambh'. This game of Sajhedaari is played by a minimum of 2 couples and a maximum of 4. The game tests the compatibility of every couple as well as gages their ability to know if they would excel as business partners through various stages. This life size board game was installed in Varanasi and Agra and will now be also witnessed by viewers in Lucknow and Kanpur. This consumer drive has been amplified with a digital version too across mediums. The entire marketing campaign has been backed by a strong print, digital, on-ground (CGPC) and television promotion to create a major impact. Additionally, COLORS has also associated with the Pinkathon for a special integration where the 21Km couple run will be re-christened to ‘Raja Rani 21K Run’. On the digital front, the channel is bringing the concept of two very different people coming together via a unique influencer campaign. COLORS will send gift hampers containing one shoe of a pair to one influencer. They will then have to post an image of the shoe using the hashtag, #EkAurEkGyarah, and track that hashtag to find out who has the other show that eventually makes them a pair! This will also help in bringing alive the concept of two unlikely people becoming a pair and being more complete and stronger together, just like our show’s Raja-Rani.
Witness the ‘aarambh’ of an unusual love story of a young couple who empower each other to make a perfect man and wife, every Monday to Friday at 9pm only on COLORS
COLORS’ is Viacom18’s flagship brand in the entertainment space in India. A combination of ‘emotions’ and ‘variety’, COLORS, launched on 21st July 2008, offers an entire spectrum of emotions to its viewers. From Fiction Shows to Format shows to Reality shows to Blockbuster Movies – the basket contains all ‘Jazbaat Ke Rang’. ‘COLORS’ is dedicated to promoting ‘Cohesive viewing’, through programmes like Savitri Devi College and Hospital, Tu Aashiqui, Ishq Mein Marjawan, Shakti…Astitva Ke Ehsaas Kii, Udann, Roop – Mard Ka Naya Swaroop, Bepannaah, Silsila Badalte Rishton Ka, Naagin 3, Dance Deewane, Khatron Ke Khiladi, Bigg Boss, Dev, Kaun Hain? amongst others.
About Viacom18 Media Pvt. Ltd.
Viacom18 Media Pvt. Ltd. is one of India's fastest growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. A joint venture of TV18, which owns 51%, and Viacom Inc., with a 49% stake, Viacom18 defines entertainment in India by touching the lives of people through its properties on air, online, on ground, in shop and through cinema.
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