Mumbai: COLORS is all set to bring back one of its longest-running shows Balika Vadhu after a long hiatus of five years. However, the new season will have new cast members who will reignite the conversation around child marriages with a fresh story.
The show first aired on COLORS TV in July 2008. It’s set in rural Rajasthan and addressed the subject of child marriage through its protagonist, a child bride, Anandi. Balika Vadhu : Season 2 will capture the journey of a ‘nayi Anandi’, played by Shreya Patel as she takes definitive steps to fight and undo the injustice done to her.
Produced by Sphere Origins, the show will premiere on 9 August and will air Monday to Friday at 8:00 pm only on COLORS.
Speaking about the show, Viacom18, head, Hindi Mass Entertainment and Kids TV Network, Nina Elavia Jaipuria, said, “In the past few months, we have introduced some of our biggest properties to provide wholesome variety entertainment to our viewers. From launching a brand-new season of Khatron Ke Khiladi set in Cape Town to announcing a visual-based quiz show, The Big Picture with Ranveer Singh as the host. Keeping the momentum high, we are excited to launch the second season of Balika Vadhu, that is synonymous with the ethos of the channel. Armed with a brand-new story and characters, we will showcase one of the most loved shows with a social message that still holds a strong relevance.”
Set in the rustic locales of the town of Devgarh, Gujarat, Balika Vadhu season 2 traces the story of two friends, Premji (played by Sunny Pancholi) and Khimji (played by Anshul Trivedi). They share a bond so thick that they always wished to extend their friendship and become one family. As fate would have it, Khimji’s wife gives birth to a girl, Anandi, while a little boy Jigar (Played by Vansh Sayani) is born to Premji. The very day, Premji and Khimji promise each other to get Anandi and Jigar married and soon there comes a day when they are wedded to each other in a ‘Baal Vivah’.
According to Viacom18, chief content officer, Hindi Mass Entertainment, Manisha Sharma Balika Vadhu is more than just a show, it is an emotion. She elaborated, “There has been a generation of viewers who have grown up loving and watching the show and still do. The new season of Balika Vadhu will addresses the custom of child marriage albeit from a whole new perspective. It will introduce the audience to a new Anandi and the challenges that she faces as a child bride. Nayi Anandi will fight for her rights and surely turn out to be an inspiration to many girls suffering a similar fate and will touch the hearts and minds of our viewers.”
Producer, Sphere Origins, Sunjoy Wadhwa, said that he has always believed in the power of stories and the change that they can bring. “The entire nation is a witness to how Balika Vadhu changed the perception of millions across the country and the face of Indian television. We still believe in the power of its concept as a section of our society affirms the custom of child marriage even today,” he said.
According to Comall Wadhwa, the new season of Balika Vadhu will take viewers to the nooks and corners of Gujarat to tell the story of Nayi Anandi. “A lot of girls are still fighting this battle of being in a child marriage every day and our story and characters will be an inspiration to them. We are delighted to join hands with COLORS yet again and look forward to creating the magic,” added Wadhwa.
The show will also feature Anshul Trivedi, Riddhi Shukla, Sunny Pancholi, Shiju Kataria and Seema Mishra in prominent roles.
The channel has designed a robust marketing plan across print, television, and digital platforms to promote the new show. On television, a ten-day campaign highlighting the nostalgia aspect of the show will be deployed. The show’s music track has been recreated and interwoven with each creative to build recall and drive viewership. The channel will also be targeting print publications across key markets on the launch day showcasing the innocence and feistiness of the nayi Anandi.
A digital event (COLORS Golden Petal Club) for the viewers featuring Avika Gor, Anandi from Season One is also planned for the viewers and promises to take them on a trip down memory lane. On the digital front, vignettes will be created featuring the former cast of the show- Avika Gor and Avinash Mukherjee as they talk about their memories of season one. This will also be backed by influencer outreach to create conversations around the show along with some videos which will highlight the life of the children who have lived through this social evil.
