Viacom18, Bill & Melinda Gates Foundation and BBC Media unveil ‘Navrangi Re!’

20 Dec,2018

By A Correspondent

 

Viacom18 has partnered with Bill & Melinda Gates Foundation and BBC Media Action to create a general entertainment fiction series with an underlying behaviour change message on sanitation.

 

The 26-episode finite series ‘Navrangi Re!’ will launch in January 2019 and will go on-air, bi-weekly, over 13 weeks, on the Rishtey channel as well as Colors Gujarati and Odia. The show will be the first original production on Rishtey and will also be available on Voot.

 

Speaking about the show, Sudhanshu Vats, Group CEO & MD, Viacom18 said: “We at Viacom18 believe in the power of partnerships to effect impact at scale. With ‘Navrangi Re!’, we are creating a platform that aptly uses the medium of entertainment to bring in mass behaviour change.” Explaining Viacom18’s partnership with the project, he added: “Sanitation has been a cause that we are closely associated with, whether through our sustainability project ‘Chakachak Mumbai’ or our film ‘Toilet: Ek Prem Katha’. We hope to engage our audiences with powerful storytelling and intend to bring forth the importance of faecal sludge management to keep Bharat Swachh.”

 

Added Madhu Krishna, India Country Lead, WSH, Bill & Melinda Gates Foundation:  “We are very excited about working with Viacom18 and BBC Media Action on ‘Navrangi Re!’. In our mission to inspire people to take action to change the world, we partner with government, non-profits, academic institutions, and private sector. However, this is the first time that Gates Foundation has partnered with a satellite television network in India. ‘Navrangi Re!’ is an innovative approach to engage TV viewing audiences, digital citizens and social media users on sanitation issues.”

 

Said Radharani Mitra, Global Creative Advisor, BBC Media Action: “BBC Media Action has created narrative-based interventions across the world, in partnership with public and private sector media networks that deliver a message but still entertain, and bring back viewers week after week. That’s where the power of storytelling and compelling content come in. This partnership takes ‘flush ke baad’ (after flushing) into the space of mainstream media to reach TV viewing audiences.”

 

 

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