Mumbai: Recognizing the grit, resilience, and practical wisdom of India’s middle class, Zee TV has launched a thoughtful on-ground campaign inspired by its fiction show Tumm Se Tumm Tak. Echoing the daily realities of budget-conscious households where every rupee counts, the initiative distributes raincoats for just ₹2 to women and daily-wage earners in Mumbai, Delhi, and Lucknow—underscoring the idea that ₹2 bhi bohot badi cheez hoti hai.
This effort stems from a powerful scene in the show where lead character Anu, portrayed by Niharika Chouksey, refuses to forgo ₹2 change, delivering the impactful line: “Agar ek crore mein do rupaye kam ho gaye, toh woh ek crore nahi hota.”
The scene resonated with viewers and became symbolic of the show’s core values—dignity, self-respect, and financial prudence. On the show, this moment even drives the male protagonist, Aryavardhan, to offer a ₹2 discount on mobile recharges—transforming his business while staying grounded in empathy.
Bringing fiction to life, Zee TV’s ₹2 Raincoat Drive offers not just physical protection during the monsoons, but also restores a sense of dignity to women and workers who otherwise endure the rains with limited options. Rather than offering raincoats for free, the nominal ₹2 charge turns this into a purchase—honoring the recipient’s agency and underscoring the symbolic power of every rupee.
Actor Niharika Chouksey, who plays Anu, joined the campaign in Mumbai, distributing raincoats and interacting with recipients. Her presence lent authenticity to the initiative, bridging the gap between the on-screen narrative and real-life impact.
Mangesh Kulkarni, Chief Channel Officer, Zee TV, said, “At Zee TV, we believe entertainment is only one part of our connection with the audience. The real bond is built on shared experiences, emotions, and mutual care. With our brand philosophy ‘Aapka Apna Zee TV’, we wanted to step into the lives of our viewers in a more tangible way. The ₹2 raincoat drive is a heartfelt gesture that brings our care for the audience to life. With this, we’re not just telling stories; we’re living our values.”
Niharika Chouksey, aka Anu, added, “I am honoured to be a part of this initiative by Zee TV. As Anu, and even in real life, I’ve seen how small things can make a big difference. For many women working through the rains, a simple raincoat isn’t just protection; it’s a layer of comfort and dignity. And when it comes at just ₹2, it becomes a powerful reminder that even the smallest amount can make a big difference — because ₹2 bhi bohot badi cheez hoti hai.”
With this initiative, Zee TV continues to extend its renewed brand ethos—Aapka Apna Zee TV—beyond the screen and into the streets, offering not just entertainment, but empathy and impact.
