Helo, Swaroop Studios and Chalchitra Company extend a heartfelt tribute to the Marathi Pride on Maharashtra Day


Mumbai: To celebrate the true spirit of Maharashtra, Helo, India’s leading regional social media platform has launched ‘Vaibhav Maharashtacha’ (#वैभव महाराष्ट्राचं), a unique campaign in partnership with Swaroop Studios and Chalchitra Company. The campaign aims at celebrating the pride of Maharashtra through a co-created video and several in-app hashtags and activities on Helo. Within two days of launch, #वैभव महाराष्ट्राचं has been trending on the platform and has witnessed 6.5 million impressions so far.

As part of the campaign, many prominent celebrities from the Marathi film fraternity will feature in #वैभव महाराष्ट्राचं video. These stars will share distinctive facts about the state, honouring the undying spirit that binds the Marathi community, along with extending their wishes for Maharashtra Day to the fans and followers in the video.

Additionally, Helo has introduced several in-app hashtags including #मराठी कलाकरांची मानवंदना, #मराठी कलाकार, #जय जय महाराष्ट्र माझा etc for its users express their most special pride factor for Maharashtra – ranging from Marathi Stars, handlooms, traditional food, historic forts and monuments, to Marathi legends and warriors. Riding on the festive spirit, Helo will also host a series of engaging quizzes, puzzles, interesting factoids, throwback posts for its users to engage on the platform.

Talking about ‘Vaibhav Maharashtracha’, Sonalee Kulkarni said, I’m so honoured to be a part of this collaboration to celebrate and salute the grandeur of Maharashtra. Although one song is not enough to depict and do full justice. However, we all come together (virtually, from our respective houses) in the lockdown to pay our gratitude to our motherland. It’s history, culture, legacy, and all the treasures”

Commenting on this association, Aakash Pendharkar, Producer (Owner of Swaroop Studios) said, “Maharashtra Din is one of the most important days in the life of Maharashtrians. We wanted to do something for this occasion which will be remembered and will hold a strong significance for our Marathi fellows. This video, in partnership with Helo, is a heartwarming tribute to our culture and heritage. We hope to reach out to an interactive community of Marathi users on the platform and celebrate the auspicious occasion with them.”

Hemant DhomeDirector (Owner of Chalachitra) further added, “We at Chalchitra Company have always believed in unifying people with pride, courage and valour- true to what Marathis stand for. Keeping up with the same spirit, we are happy to associate with Helo and launch ‘Vaibhav Maharashtacha’ for our users. This video is a precious effort of thanking our state and its people in keeping our cultural diversity rooted to our beliefs. Through Helo app’s vast Marathi speaking audience, we aim to spread positivity and create a memorable day for our beloved users.” 

Marathi is one of the most popular languages on Helo that boasts of a vibrant community of like-minded people who interact with each other through various content formats. Through this initiative, Helo endeavours to resonate with the nostalgic sentiment and bring positivity for its users.