Colors partners Rouble Nagi Art Foundation for new show

03 Dec,2019

By A Correspondent


We don’t normally write about every new show being aired on our general entertainment channel. It’s either got to be a magnum opus-like production or has to have a significantly different story line or format or has to contribute in a major way to society. This new Colors ticks these boxes and we are looking forward to how it develops over the next few weeks. We’re referring to Shubharambh, the new fiction show from Colors which has collaborated with Rouble Nagi Art Foundation (RNAF) to weave the longest ecofriendly bed linen. Giving a platform to the artisans from across the country, the initiative imparts the importance of strong partnerships and how it can help in the betterment of our society.


Speaking about this partnership, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV network Viacom18 said: “As broadcasters, we believe in harnessing the power of stories to cultivate change. Shubharambh presents a unique interpretation of companionship and the strength that it beholds, and that inspired us to launch this unique partnership. ‘Ek aur Ek Gyarah’ aims to rejuvenate and empower not just the underprivileged but instill within millions the power of togetherness. By partnering with RNAF, we are taking a step further and helping the community through a craft-based livelihood programme that reaches more than 16 states. It has been an absolute delight to partner with an organisation that has transformed communities through art.”


Added Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, Viacom18: “As individuals, we all have flaws. We silently condemn them and try to conceal it from the outside world. The journey of Raja and Rani is no different and they will face many hurdles in life as people undermine their talent and often criticise them. The storyline of the show will bring forth many harsh realities of life in the most endearing manner and is sure to strike a chord with the viewers.”


Said Rouble Nagi, Founder, Rouble Nagi Art Foundation: “We are excited to partner with Colors for the launch of ‘Shubharambh’, a show that has a behaviour-change message around ‘strong partnerships’. This association will give thousand men and women in villagers and slums all over the country a chance to showcase their skillset and at the same time provide help to the ones in need. With this collaboration, we hope to reach out far and encourage thousands to uplift each other.”



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