Zee TV Brings Big Relief to the Middle Class This Monsoon

~ A heartfelt initiative that highlights the power of ₹2 through raincoat distribution in Mumbai, Delhi, and Lucknow by Tumm Se Tumm Tak’s lead actor Niharika Chouksey ~

Mumbai: The Indian middle-class family runs on the unshakeable values of bachat, budget, ration, EMIs, and month-end jugaad. Every rupee matters; whether it’s choosing a sim recharge over a snack or holding back on a purchase to save for the future. In this world, ₹2 may seem trivial to some, but for a middle-class person, it holds real weight.

Zee TV, through its renewed brand philosophy Aapka Apna Zee TV, resonates deeply with these lived experiences. And through its recently launched fiction show Tumm Se Tumm Tak, it brought to life a character like Anu — a girl rooted in practicality, self-respect, and middle-class sensibilities. In a moment that struck a chord with viewers, Anu argued with a rickshaw driver over ₹2 change, firmly saying: “Agar ek crore mein do rupaye kam ho gaye, toh woh ek crore nahi hota.” This moment stayed with Aryavardhan, the male lead, and changed his outlook — leading him to launch a product with a ₹2 discount on mobile recharge, which ultimately transformed his telecommunication business.

An extension to this thought, Zee TV’s latest initiative brings a heartfelt gesture to the streets of Mumbai, Delhi, and Lucknow — distributing raincoats for just ₹2 to women and daily-wage earners who brave the rains every day. For many, especially women, walking around in drenched clothes can be uncomfortable and even embarrassing. More than a distribution drive, this is about empathy — making a necessity accessible while preserving dignity and a sense of ownership. That ₹2 isn’t just symbolic; it’s a powerful nod to the reality that ₹2 bhi bohot badi cheez hoti hai.

Adding authenticity to the campaign, actor Niharika Chouksey, who plays Anu in Tumm Se Tumm Tak, joined the initiative in Mumbai. Her character and her iconic line mirrors the philosophy behind this entire drive.

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 from Tumm Se Tumm Tak, shared: “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.”