COLORS joins forces with the Ministry of Women and Child Development to support the ‘Beti Bachao, Beti Padhao’ initiative to bring societal change
COLORS, India’s leading Hindi GEC, today announced its collaboration with the Ministry of Women and Child Development’s ‘Beti Bachao, Beti Padhao’ initiative, to address the issue of girl child abandonment, through the launch of its new fiction show Doree. Television as a medium has played a huge role in holding a mirror to society and led to many women becoming agents of change. With an aim to bring societal change and address the gender bias against girl child, through this association COLORS aims to raise awareness about the social evil of girl child abandonment. In addition to launching a primetime show on the subject, as part of this association, COLORS will promote the 24-hour emergency toll free Child helpline number (1098) for those seeking assistance for any abandoned girl child across the nation. Doree, (starting from 6th November, 2023) airing every Monday to Friday at 9:00 PM on COLORS, aims to generate popular conversation and thereby raise awareness on the issue of girl child abandonment.
Smt. Smriti Zubin Irani , Minister of Women and Child Development and Minority Affairs said, “Just as a nation’s progress is defined by how it treats its women and children, similarly entertainment’s impact is defined by how it can change mindsets. Under the guidance of our honourable PM Shri Narendra Modi, the Ministry of Women and Child Development has made great strides through the ‘Beti Bachao, Beti Padhao’ initiative in changing the way girl child is perceived. I’m glad that our country’s foremost entertainment channel COLORS has joined in this initiative to create a show, ‘Doree’ on the important but often overlooked issue of girl child abandonment. The channel will be raising awareness of our Child Helpline Number 1098 amongst viewers and provide the much-needed popular support to this initiative.”
Kevin Vaz, CEO – Broadcast Entertainment, Viacom18, said, “We are honoured to be partnering with the Ministry of Women and Child Development to raise awareness about the prevalent issue of girl child abandonment through our new show, Doree and the ‘Beti Bachao, Beti Padhao’ initiative. As the country’s most watched primetime entertainment destination, joining forces with the ministry to promote the Child Helpline Number 1098 through our show is poised to catalyse meaningful behavioural change in the society. We are hopeful that Doree will touch the lives of millions of viewers and bring focus on the social evil of child abandonment.”
The social drama revolves around a six-year-old Doree fighting against a patriarchal society for her rights and features popular television actors Amar Upadhyay as Ganga Prasad, Sudhaa Chandran as Kailashi Devi Thakur, and child actor Mahi Bhanushali as Doree.
About Ministry of Women and Child Development:
The Ministry for Women and Child Development works towards holistic development of women and children. The Ministry is implementing its various schemes and programmes through its 3 Missions viz, Mission Saksham Anganwadi and Poshan 2.0 for improving nutrition indicators in the country, Mission Vatsalya for protection and welfare of children and Mission Shakti for safety, security and empowerment of women. BBBP is one of the flagship schemes under Mission Shakti that aims towards protection and empowerment of the girl child.
About 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 shows such as Shiv Shakti – Tap Tyag Tandav, Neerja…Ek Nayi Pehchaan, Udaariyaan, Parineetii, Suhaagan, Chand Jalne Laga, Bigg Boss, and Khatron Ke Khiladi amongst others.