Tumm Se Tumm Tak’s lead actor Niharika Chouksey joins heartfelt campaign in Mumbai, Delhi, and Lucknow, turning an iconic on-screen moment into real-world impact
Mumbai, July 31, 2025: In a powerful extension of its brand philosophy Aapka Apna Zee TV, Zee TV has launched a thoughtful monsoon initiative that highlights the real-life impact of even the smallest denomination — ₹2. The campaign, inspired by its popular fiction show Tumm Se Tumm Tak, sees the distribution of raincoats for just ₹2 to women and daily-wage earners across Mumbai, Delhi, and Lucknow.
The initiative draws from a memorable moment in the show, where lead character Anu — portrayed by Niharika Chouksey — firmly asserts the value of ₹2 in a conversation with a rickshaw driver, stating, “Agar ek crore mein do rupaye kam ho gaye, toh woh ek crore nahi hota.” This powerful line resonated with viewers, symbolizing the resilience and value system of India’s middle class.
Bringing that message off-screen and into the community, Zee TV’s raincoat drive not only provides essential monsoon protection but also preserves the dignity and ownership of those it helps. For many, especially working women, staying dry in the rains isn’t just about comfort — it’s about safety, confidence, and being seen.
Actor Niharika Chouksey joined the distribution in Mumbai, embodying the values of her character Anu and lending authenticity to the campaign.
> “I am honoured to be a part of this initiative by Zee TV,” said Niharika. “As Anu, and in real life, I’ve seen how small things can make a big difference. A raincoat for ₹2 is not just practical; it’s symbolic of dignity and support.”
Mangesh Kulkarni, Chief Channel Officer, Zee TV, added:
> “Entertainment is just one part of our relationship with the audience. Through ‘Aapka Apna Zee TV,’ we want to step into their lives with empathy and action. The ₹2 raincoat drive is a heartfelt gesture to show we care, both on screen and on ground.”
With this initiative, Zee TV deepens its connection with viewers by championing real issues and reflecting everyday realities — proving once again why it’s truly Aapka Apna Zee TV.
