COLORS joins forces to support the ‘Beti Bachao, Beti Padhao’ initiative

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.

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.

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