Soulmate or sole-mate? Colors TV leverages influencers with #EkAurEkGyarah

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Colors TV #EkAurEkGyarah

A new addition to the list of offerings by Colors TV, Shubharambh is a story of Raja and Rani. Set in Gujarat, the story gives us a glimpse into the worlds of two individuals, where one thinks from the heart and the other, mind. As their paths intersect, we get a cinematic expression of blossoming young love — they, of course, don't know it yet.

In a bid to promote their upcoming show, Shubharambh, Colors TV initiated an influencer campaign, #EkAurEkGyarah. The activity focuses on bringing out the fact that how a soul mate (sole mate in this case) can make everything worthwhile.

As a part of #EkAurEkGyarah, key influencers were sent a single shoe with a brief that they have to find their sole-mate. Influencers who were a part of this activity include Nikita Aggarwal, Vikram Soni, Vaibhav Keswani, Sarah Hussain, Diksha Vora, amongst many others. They each posted a picture of them with the shoe, announcing how Colors TV has sent them a rather uncanny gift and set up an interesting task ahead for them – finding the pair. To ignite interest in the audiences, they have all posed with shoes in a way that depicts confusion. 

Though the influencer leg of the campaign is being run on Instagram, Colors TV has put up posts about it on Facebook and Twitter as well, amplifying the message. 

The idea of the show as well as the campaign is that a pair is one that gives a sense of being whole. Just like Raja and Rani, who complete each other and eventually find their way - the influencers will undertake a journey that reflects a sense of fulfilment upon conclusion. This will happen as they find their sole-mate. 

Colors TV effectively leverages social media for creating buzz around the upcoming show across screens and hence across age groups. In line with the romantic comedy theme of the show, the influencer activity also progresses in a fun and heart-warming manner. With #EkAurEkGyarah, the GEC manages to create curiosity and engagement around Shubharambh in a fun manner. Tune in to watch Raja and Rani’s story, every Mon-Fri at 9 PM, only on Colors TV.

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