This Dussehra, Gubbare, the kids’ entertainment channel from the house of IN10 Media Network, has pledged to fight against the evils engulfing our children and hindering their future.

In a country where millions of children are forced into child labor or suffer from malnutrition, the channel wants to play its part in improving the lives of India’s future.

The channel has partnered with a non-government organization, Child Rights and You (CRY), intending to inspire children to be a part of the good army with Akul and Nakul, the protagonists of the channel’s new original – ‘Akul Nakul’ – ‘The Asuras’, and defeat the evils of child labor, child marriage, malnutrition, and others that take away the opportunity for a brighter future for so many children.

The initiative curated by Gubbare is an engagement activity wherein the channel has created special Akul and Nakul filters to reach out to the children and encourage the audience to become ‘good asuras’ for a cause.

Children have to use Gubbare’s new filters, tagging the channel and/or CRY India along with the campaign hashtags #GoodAsuras #GoodAsurasForAGoodCause and post it on their social platforms. For every post on Instagram or Facebook, the channel will donate Rs. 5 (Indian rupee five) to CRY.

The objective of the partnership is to create awareness regarding various issues impacting children and to build compassion & the value of giving among children, the company said in a statement.

Since its inception, the channel has always worked towards not just entertaining kids but also inculcating good values in them. Joining hands with CRY India is a perfect fit as the non-government organization has been working for the health, education & safety of children for over four decades.

The campaign kicks off on Oct 1, 2022, and will go on for three weeks (Oct 22, 2022) focusing on creating a “good asuras” army of children by helping drive awareness, unity, and action among the network’s employees, viewers, and beyond.