Friday, Mar 29 2024 | Time 05:11 Hrs(IST)
image
States » West


ZEE5 launches immersive social campaign #LetRashmiRun

ZEE5 launches immersive social campaign #LetRashmiRun

Mumbai, Oct 14 (UNI) ZEE5 India’s largest home-grown video streaming platform, introduced a critical social awareness campaign, #LetRashmiRun, ahead of the release of 'Rashmi Rocket'.
Surpassing 20 million views and support, the campaign delivers a simple but strong message of stopping gender testing for female athletes in India.
Following a 360-degree approach, #LetRashmiRun launched immersive and engaging initiatives like bringing Hima Das’ story to the forefront, the popular Ghani Hookstep Challenge, and strong influencer collaborations with prominent entities such as Mandira Bedi, Kritika Khurana, Sushant Divgikr, Harmanpreet Kaur, RJ Malishka, Faye D’Souza, Sania Mirza, Sonali Swami, Garima Avtar, who are all coming out with their vocal support against gender testing.
The high impact campaign also witnessed the successful on-ground ‘Run with Rashmi’ drive that saw 200+ Mumbaikars run on Carter Road to support the cause.
Commenting on the success of the marketing campaign, Manish Kalra, Chief Business Officer, ZEE5 India said, “Rashmi Rocket is a great addition to our diverse library of real, relevant and resonant Indian stories. In our endeavour to offer differentiated content to entertainment loving audiences, we are honoured to bring social issues such as gender disparity amongst our athletes to the fore, something we wanted to create more awareness around. With the launch of #LetRashmiRun, we are breaking the social construct and voicing the many stereotypes that women find themselves boxed in. We’ve left no stone unturned by covering digital and social media activations, influencer collaborations, strategic ad placements, brand associations, television, and on-ground events. We’re glad to see that the campaign has done exceedingly well and connected us with 22 million audiences across the country. We hope to see more consumers engage with us and give this inspirational sports-drama a watch.”
Kickstarting the campaign was a heart-warming tete-a-tete between lead actor Taapsee Pannu and real-life rocket Hima Das on the latter’s training, routine and journey to become the celebrated Dhing Express. Leading up to the launch of the film on Dussehra, ZEE5 also roped in 9 influencers (mentioned above) for the 9 days of Navaratri, where each influencer posted an Instagram reel about their journey, and how they support Rashmi in her fight against gender testing. The support campaigns launched on social media channels encouraged netizens to voice their support using hashtags like #LetRashmiRun and #StopGenderTesting to voice their opinion. #LetRashmiRun also roped in popular influencer Beer Biceps (Ranveer Allahbadia) for a podcast on this social issue.
Rashmi Rocket is a sports drama that narrates the inspiring story of a small-town girl and her journey of becoming a national-level athlete. Catch the movie on ZEE5 on October 15.
UNI JS SY 1709

More News

Propagation on WhatsApp; Employees of Nanded District suspended

28 Mar 2024 | 11:15 PM

Nanded, Mar 28 (UNI) A Maharashtra panchayat employee, who violated the model code of conduct by sending message about the election campaign through WhatsApp, was suspended on Thursday by the administration.

see more..

Maharashtra: Authorities to implement code of conduct through joint blockade

28 Mar 2024 | 10:17 PM

Chhatrapati Sambhajinagar, Mar 28 (UNI) It was decided in a meeting of all Collectors and District Election Officers that a joint blockade will be planned in all the attached border districts during the Lok Sabha election period and strict enforcement will be planned regarding the code of conduct and law and order.

see more..

Shinde Shiv Sena declares list of 8 LS candidates

28 Mar 2024 | 10:11 PM

Mumbai, Mar 28 (UNI) Maharashtra Chief Minister Eknath Shinde-led Shiv Sena announced candidates for eight Lok Sabha seats on Thursday.

see more..
Bollywood actor Govinda joins Shinde's Sena

Bollywood actor Govinda joins Shinde's Sena

28 Mar 2024 | 10:04 PM

Mumbai, Mar 28 (UNI) Bollywood actor Govinda Ahuja joined Shiv Sena on Thursday in the presence of Maharashtra Chief Minister Eknath Shinde ahead of the Lok Sabha elections.

see more..

Ramtek Cong candidate's caste certificate cancelled out of political hatred: Patole

28 Mar 2024 | 10:01 PM

Mumbai, Mar 28 (UNI) Maharashtra Pradesh Congress Committee (MPCC) President Nana Patole on Thursday alleged the caste certificate of the party's Ramtek Lok Sabha constituency candidate Rashmi Barve has been cancelled out of "political hatred".

see more..
image