The month of Ramadan signifies prayer and spiritual reflection for the Muslims. To commemorate the biggest cultural and religious festival observed in the Middle East, Colors has organized a special initiative in the Middle East called Express Money presents 'Shaam-E-Iftaar' between July 29th and August 5th, 2012 (except Friday).

As a part of this initiative, a Colors branded van will visit 7 labour camps in the UAE across Dubai, Abu Dhabi and Sharjah between 5:30pm and 7:30pm and distribute 6,000 Iftaar Food Boxes among the workers as they break their fast after the Magrib prayer time. 'Shaam-E-Iftaar' is the first ever initiative of its kind taken up by an Indian media company in the Middle East. 

Speaking about this unique initiative, Sachin Gokhale Director - Business Operations, Middle East & Africa, Viacom 18, said, "Shaam-E-Iftaar is an initiative by Colors, to reach out with a humanitarian gesture and bring some colour to the lives of some of the most hardworking residents of the UAE who are important contributors to building the society and yet remain largely anonymous to most residents of the UAE. With over 6,000 boxes being distributed during Ramadan, Shaam-E-Iftaar is our attempt to reach out to our audiences across the region and showcase our commitment to making their lives more Colorful."

"This is the first time that an initiative of this scale and proportion is being undertaken by an Indian media company. We have tied up with multiple sponsors for Shaam-E-Iftaar, an initiative that will be promoted extensively on Colors ME and also through a Radio and Outdoor partner from the region," he further added. 

Colors Shaam-E-Iftaar is presented by Xpress Money, in association with Nikai Electronics, Danube Buildmart, Dabur Glucose-D, Dabur Rose Syrup and RAK Bank radio partner Suno 102.4, and being organized by Team Square Advertising LLC. This Colors initiative is a unique opportunity for sponsors to create a knowledge sharing platform with the community workers and engage with them during the auspicious festival of Ramadan, thereby creating a positive impact.