The spirit of Sher-e-Punjab takes over New York

Life OK launched, “Sher-e-Punjab Maharaja Ranjit Singh” with a lot of pride and a massive consumer outreach campaign to attract the Indian audience. To celebrate, the vision of unity that the great king dedicated his life to - the STAR US team conducted an activation at Times Square, New York.

On 15^th April, in honour of the Sikh holiday of Baisakhi, a non-profit group ‘The Sikhs of New York’ organised ‘Turban Day’ at Times Square. Star US team joined hands with this group to amplify the festivities and alongside, spread awareness regarding the show about the most revered leader of Punjab, Maharaja Ranjit Singh.

The day was celebrated by tying colourful turbans on the people of New York. The response to the event was phenomenal. Almost 8000 turbans were tied and the event saw tremendous response across social media platforms. Snapchat’s ‘Sher-e-Punjab Maharaja Ranjit Singh – Life OK’ and ‘Turban Day – Times Square, NY’ filters garnered 23872 views within just a few hours. Maharaja Ranjit Singh’s life size model was the centrepiece of the event and people posed with it as pledge to always uphold the values of service and unity that their great king propagated. Snippets of the show and promos were also shown to give a glimpse of this historical masterpiece.

Speaking about the activation, a source at Life Ok said, “The philosophies of Maharaja Ranjit Singh have universal relevance especially in today’s day and age. With a massive Punjabi diaspora living in the US, we realised that Baisakhi was the perfect day to bring together people to commemorate Maharaja Ranjit Singh’s vision of unity.”

The show, Sher-e-Punjab Maharaja Ranjit Singh which airs on Life OK follows the journey of the exemplary King who placed service above rule and unity above power. The shows stars Damanpreet Singh in the lead role of Maharaja Ranjit Singh and Shaleen Bhanot, Sneha Wagh, Tunisha Sharma in supporting roles. The show is produced by Contiloe Films by Abhimanyu Singh.