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Mega-promotions to ring in Sahara’s ‘Karishma’
MUMBAI: Pick up a MTNL land line anytime on Monday, 12 May, and you won’t get the dial tone. What you will get instead is a recorded voice reminding you of a television appointment with Karisma Kapoor in Sahara Manoranjan’s magnum opus Karishma – The Miracles of Destiny that premieres the same day at 9:30 pm.
Sahara is obviously not sparing any effort to promote what is arguably the costliest TV series on Indian television and consequently, the largest programming risk in the channel’s three-year old existence. The innovative tie-up with MTNL for the day is just part of a multi-pronged multi-media strategy that is slowly being unleashed on an unsuspecting nation.
First to go visible were huge hoardings that dot the metros, with Karisma’s triple role staring out at passersby. Since yesterday, 20 suburban trains on the Western Railway in Mumbai have been painted with the show’s advertisements.
Come Monday, the channel will have helicopters spraying pamphlets covered with Karishma… advertisements in targeted towns and cities. In smaller towns in interior India, where Sahara is an accepted and appreciated channel, vans fitted with Karishma…… promos are doing the rounds.
In cities, which is where the viewership counts when it comes to ratings, Sahara has tied up with prominent shops like Shoppers’ Stop and Provogue outlets, and customers will walk out with shopping bags on which will be printed Karishma….. ads. Contests are also part of the deal, say sources.
The channel did attempt a similar exercise, although on a slightly smaller scale, when Mission Fateh launched earlier this year. Mock army parades, artificial bunkers at railway stations all aimed at popularising the serial among the citizens.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
