MUMBAI: Since its inception, Zee Biskope has raised the bar of entertainment by serving its audiences’ power-packed content all year round. The channel has been delivering campaigns that resonate deeply with the region and also stays ahead in the game when it comes to hosting blockbuster movie premiers. Welcoming the onset of spring and expanding its library, Zee Biskope now brings the world television premiere of Babli Ke Baraat on 18 April at 6:00 PM in its Jila Top movie band.
The movie features Shubham Tiwari, Preeti Shukla and Jitendra Yadav in lead roles with a triangular love story that encompasses some hilarious moments filled with confusion and tongue & cheek banter, making it the ultimate family entertainer. Preeti Shukla became a household name after working in web-series, daily soaps and movies in south industry. Babli Ke Baraat marked her debut as a blockbuster in Bhojiwood. Exhibiting grandeur, the film has been shot at enchanting locations in Ranchi, Jharkhand. The movie brings a perfect end to the weekend where families can hop onto this fun ride and enjoy the movie together.
ZeeL cluster head east Samrat Ghosh said, “Zee Biskope has successfully established itself as a one stop destination for all cinephiles where they can get movies of their favourite superstars across genres. With the world television premiere of Babli Ke Baraat, we aim to bring families together and create an opportunity for brands to target family audiences.”
Zee Biskope & Big Ganga business head Amarpreet Singh Saini said, “The movie Babli Ke Baraat is a blockbuster which made headlines for all the right reasons owing to its highly entertaining storyline.Living up to our promise of Aanthon Pahariya Loota Lahariya, we elevate weekend entertainment extending an opportunity to families to spend quality time on a Sunday evening before the hustle-bustle of the new week starts. Considering an actor like Preeti Shukla who has proven her versatility across industries including Bhojiwood, it further ensures the movie will take the audience for an entertainment joyride.”
MUMBAI: Zee Biskope is all set to raise the bar this Holi, also celebrated as Faguaa across the regions of Bihar, Jharkhand and Purvanchal, with entertainment of all hues and colours. Right from the morning band till evening prime time, Holi celebrations will carry on all week and culminate with the world television premiere of Shubh Vivah on 28 March at 6 pm.
The merriment will begin in the morning with a devotional Holi special song property Awadh Me Udele Gulal, followed by a fun-entertainment led Holi special Fagua Beats – Jogi Ra Sa Ra RaRa that will rev up your mood through groovy Holi songs. Starting 23 March till 26 March, the channel will also telecast Holi special episodes of its comedy show Hasi Ke Rail Chhut Na Jaye at 9 pm.
Adding to this special offering, Zee Biskope brings ‘Hasi Thitoli – Happy Holi’ – a week filled with fun and entertaining movies that depict the key elements of the festival like colour, joy, comedy and some light-hearted banter between friends. The week of Holi will start on 22 March with the film Nirahua Hindustani 3, that features Nirahua aka Dinesh Lal Yadav and Amrapali Dubey. It will be followed by Dabang Sarkar, featuring Khesari Lal Yadav and Aakanksha Awasthi in prominent roles, on 23 March. Featuring Amrapali Dubey and Manoj Tiger in the lead roles, Lagal Raha Batasha will be the next offering in the pipeline to be telecast on 24 March. Up next, 25 March will be dedicated to the movie Nirahua Satal Rahe which stars superhit jodi of Nirahua and Amrapali Dubey. Audience will be delighted with Dulhin Ganga Paar Ke, a Khesari Lal Yadav and Kajal Raghwani starrer, on 26 March and Ghoonghat Mein Ghotala, starring Pravesh Lal Yadav, Mani Bhattacharya, and Richa Dixit, on 27 March. Making for a very eventful evening with the family, each of these movies will be telecasted on prime time at 6 om time-band.
The highlight of this week-long grand Holi celebration will be the world television premiere of the ShubhVivah starring Pramod Premi and Chandni Singh. A special appearance by Amrapali Dubey and Anjana Singh in the feature film will further elevate the entertainment quotient. With a strong story line, the movie is filled with some fun moments, interesting dialogues, action, drama and some energetic dance numbers that is sure to make viewers tap their feet.
ZeeL cluster head east Samrat Ghosh said, “The magnanimity that this festival holds amongst people in the region who celebrates it amidst much pomp and gusto is astonishing. We have always strived to be a people’s brand and establish an affinity with the brand. Our Faguaa offering will not only expand our reach but also present a wide array of properties for advertisers to choose from and connect with our audience during festivities.”
Zee Biskope & Big Ganga business head Amarpreet Singh Saini said, “As a brand, we keep our audience at its core and curate a host of innovative and festive offerings keeping their topical preferences in mind. As the region sets in the mood of Faguaa, our brand will rejoice their merriment with a host of colourful movies, a WTP and a two hour special comedy show. We hope this specially curated entertainment dose will multiply the celebration for our viewers and elevate the family viewing experience.”
MUMBAI: Giving its ardent and movie-crazy fans across the region not one but two reasons to celebrate, Zee Biskope brings the feeling of joy and jubilation to every doorstep on the occasion of the birthday of one of the biggest superstars of the region, Khesari Lal Yadav. An actor and singer above par, Khesari has bagged several accolades across film award platforms. He also made his appearance beyond Bhojiwood in popular reality shows at a national level.
The superstar initiated his journey with Zee Biskope as one of the channel’s launch brand ambassadors post which the brand has celebrated Bhojiwood’s most romantic idol through various initiatives including showcasing some of his biggest blockbusters. On Khesari Lal Yadav’s birthday this year, Zee Biskope is all set to mesmerise viewers with a special world television premiere of his blockbuster Khoon Bhari Humaar Maang on 15 March at 6 PM. With Khesari holding a special place in the heart of audiences, the movie will treat his ardent fans to one of his career’s best performances on his big day.
The movie stars Khesari along with a power-packed women brigade featuring leading actresses like Smriti Sinha, Pakkhi Hegde, Monalisa, Anjana Singh and Subhi Sharma in prominent roles. This beautiful story showcases how three friends find strength in each other and decide to take a stand for their rights. Khesari dons the pivotal role of the person who helps the women brigade in their fight against all wrongdoings.
The fun doesn’t end there – two more blockbusters starring the superstar will air in the afternoon bands. Deewanapan featuring Khesari and Kajal Raghwani will be telecast at noon, followed by Sajan Chale Sasural 2 featuring Khesari, Akshara Singh and Smriti Sinha at 3 pm.
ZeeL cluster head east Samrat Ghosh said, “Our viewers are our big extended family and we take immense pride in being a consumer centric brand that brings them hyperlocal entertainment that is close to their hearts. High viewership WTPs especially with a starcast like Khesari Lal Yadav, serve as a great opportunity for brands as well as our viewers.”
Zee Biskope & Big Ganga business head Amarpreet Singh Saini said, “Khesari Lal Yadav being a superstar in the region has been ruling the audience's hearts for years. Presenting one of his best performances, a cult film for cinephiles, on his birthday is the grandest way to celebrate his big day. It’s a film that will not just entertain the viewers but will also give them a sense of celebrating their superstar’s birthday.”
MUMBAI: The New Year brings with it an abundance of festivities, love and hope. Adding to the celebration is Makar Sankranti, the festival which celebrates the season of harvest and love with utmost enthusiasm. Holding immense significance to those from the Bhojpuri heartland, the festival depicts togetherness and love which is seen in prominence in many Bhojiwood movies.
Leaving no stone unturned to entertain its passionate viewers, Zee Biskope is kickstarting the new year on a high note by presenting them a festive movie marathon titled, Pyaar Ke Patang. Each of these movies, with romance as its core theme, shall make the viewers fly high, like a kite amongst the clouds as they enjoy the emotions that the strings of love bring with it. This week-long movie festival, with every film being telecast at 6 pm, shall invite viewers to indulge in the warm romance blossoming between two hearts. The film festival will start from 11 January and will culminate with the exclusive Zee Biskope premiere of Main Sehra Baandh ke Aayunga.
The fete begins with the romantic blockbuster Mohabbat featuring Chintu Pandey and Kajal Yadav on 11 January. Next in line will be Nirahua Chalal London on 12 January, starring Nirahua and Amrapali Dubey followed by Mehendi Laga Ke Rakhna featuring the superhit jodi –
Khesari Lal Yadav and Kajal Raghwani – on 13 January. Laagal Raha Bathasha starring Manoj Tiger and Amrapali Dubey will make its way to the small screen on 14 January. Wrapping up the film festival on a high note, the channel will premiere Main Sehra Baandh ke Aayunga, which stars superstar Khesari Lal Yadav and Kajal Raghwani, on 15 January for the very first time on the channel.
ZeeL cluster head east Samrat Ghosh said, “As we welcome 2021, we continue to take the onus of entertaining our audience with specially curated programming that resonates topicality and the mood of the region. Our viewer’s belief in us as their one-stop source of unlimited Bhojpuri entertainment continues to motivate us to push boundaries and keep serving hyperlocal content. The coming year will be even more enthralling with lots of pleasant surprises for our avid viewers.”
Zee Biskope & Big Ganga business head Amarpreet Singh Saini said, “Zee Biskope has always kept its viewers at the core. We are excited to roll out the first festival of the year themed around youthful romance that will appeal especially to our younger audience. The new year will bring in new hopes with revamped energies, setting in the celebratory mood through the lens of hyperbolic Bhojpuri entertainment. The brand will accentuate family viewing experience for viewers to rejoice festivities together.”
Along with spearheading various category first initiatives, Zee Biskope has brought novelty to the category. The channel is motivated to build on this momentum and carry on this legacy as a way forward for the brand to remain as the ultimate Bhojpuri entertainer.
NEW DELHI: Bengal, known for its rich culture and heritage of sweets, has witnessed an evolution. With the rise of consciousness around health and innovation in sweet making, the traditional sweets of Bengal are dying a slow death much like the culture of joint families which are slowly losing relevance in today’s fast-paced lifestyles.
Zee Bangla has always pioneered Bengal’s indigenous ingredients and revived intricacies of Bengal’s heritage so that they don’t become extinct. A classic example of the same is bringing back the folk and kirtan forms into its mega musical reality show Sa Re Ga Ma Pa which beautifully emphasises the brand promise – ‘NotunChondeLikhboJibon’. And with its new launch – Mithai, the brand has embarked on a journey to revive the lost traditional sweets that Bengal was once famous for.
Mithai is a warm, ‘mishti story’ of going back to the roots, celebrating family values and rituals. It revolves around a business family which has stood strong for over 50 years by staying true to self. The Modak family, residing in south Kolkata, is known for its traditional Bengali sweets and has many franchises across the city. They are a joint family celebrating relationships and every occasion in the true sense. But Siddhartha (Adrit Roy), of the current generation of the family, had a difficult childhood with losing his mother at a young age and staying away from the family for an impressionable amount of time. He has grown up dreaming of going beyond and doing things on his own. He is the modern-day health-conscious man who doesn’t like sweets and has no interest in being part of the family business.
While our male lead has a worldly outlook, our female protagonist Mithai (Soumitrisha Kundu) comes from rural Bengal. Mithai was born to a sweet-making karigar family and is a karigar herself. She makes delicious monohara sweet and comes to Kolkata every day to sell them. On one such day, she is introduced to the Modak family. As she immediately wins everyone’s hearts, she takes up the challenge to get Siddharth to lover her sweets. Thereon, she embarks on a journey to bring Siddharth back to the family beliefs and take the business to greater heights.
The concept is entirely developed and produced in house and directed by Rajendra Prasad Das and written by Shaswati Ghosh. The show will premiere from 4 January, Monday-Saturday at 8 pm.
This show will revisit many forgotten parts of Bengali culture specially sweets like monohara and showcase the rooted nostalgia of a joint family. It will also have an eternal love story following the most basic and relatable concept of human relationships- opposites attract via portrayal of two sides of Bangaliyana – the urban and the traditional.
ZEEL cluster head – east Samrat Ghosh said, “As a brand, we are deeply rooted in Bengali values and cultures – and we put continuous effort to bring it alive both in our fiction and non-fiction offerings into new rhythm. We are sure that such efforts of ours would help our viewers to relive and reconnect with the strong culture and value of Bengalis. Mithai is a story of Bengali culture of “togetherness” in staying in a joint family, a story of exhibiting strong family values, a story of sharing happiness and sweetness– and all these will centre around in the revival of a traditional mishti called monohara.”
NEW DELHI: Wild Stone, a premium male grooming-personal care brand from the house of McNROE Consumer Products, recently launched its brand new TVC for its Code range of body perfumes with the tagline ‘Enjoy The Start’.
The creative idea is to show how a great fragrance transports the user to a surrealistic landscape. The tagline of the commercial symbolises the ecstatic beginning of a day offered by each whiff of Wild Stone Code body perfume, that transports the wearer from the mundane to a whole new magical world.
Wild Stone is a leading player in the Indian deodorant market. The brand enjoys a strong market share and has continued to show steady growth. The latest commercial is a brand extension exercise by Wild Stone, whose premium offering Code is crafted for the more discerning man.
Conceptualized by McCann India, the commercial has been rolled out across all digital channels – including the official social media pages of Code – as well as television, targeting the urban youth with evolved tastes and preferences. The ad, launched by the brand after a span of two years, has already garnered over 72 lakh views on YouTube.
McNROE Consumers Product head of business development Ankit Daga said, "Wild Stone Code is our premium offering and has built its set of loyalists. The current communication has been developed to highlight the mood transformation one feels while indulging with a fine fragrance. We hope the communication helps to build the association of Code with a premium deodorant experience, distinct from rest of the offerings in the market".
McNROE Consumers Product GM marketing Samrat Ghosh said, "Code communication has been developed to build the brand as the best in class offering, appealing to the evolved metrosexual man.”
MUMBAI: When it comes to celebrating the biggest festivals in the country, BIG Ganga makes sure to do it in grand style. Continuing its legacy of festive offerings and adding to the highly-appreciated Ding Dong Dandiya show during Navratri, the channel has announced Ganga Deewali Carnival. The four-day multi-entertainment, multi-celebrity celebration will start from 11 November and culminate on 14 November.
Featuring fan-favourite singers, performers and comedians like Sonalika Prasad, Payas Pandit, Mohan Rathore, Mamta Raut, Tripti Sakya and others, the one-hour multi-entertainment show appeals to all age groups as they ring in the festivities with their friends and loved ones at home. The four-day fiesta will feature four fantastic themes in the form of DJ Dhamaka, Suron Ka Pataka, Comedy Bomb and Diwali Bumper Dhamaka.
ZeeL cluster head east Samrat Ghosh said, “We are more than happy to ensure that the festivities continue around the year and keep the joyous mood alive taking into account that our viewers can’t celebrate these auspicious occasions outdoors. By keeping these offerings solely family-oriented, we continue to provide a wholesome viewing experience. In addition, the Deewali Carnival offers an opportunity for advertisers to leverage the opportunity to strengthen their bond with consumers on another level.”
BIG Ganga and Zee Biskope business head Amarpreet Singh Saini said, “With the Ganga Deewali Carnival, the Bhojpuri industry shall witness a multi-entertainment, multi-celebrity series around Diwali for the very first time in this category. Each festival brings with it a different flavour that enables us to push our boundaries by expanding our robust entertainment bouquet.”
BIG Ganga has constantly raised the bar of entertainment for its viewers through its varied offerings while ensuring they all are a part of the celebrations and festivals that matter to them. Taking forward the legacy, the channel is all set for a month-long category-first festive line-up with Chhathi Ghate Ganga and Jai Chhathi Mayi in November.
MUMBAI: Durga Puja, that time of the year when an entire city descends into wholesome chaos. The fervour sets in days ahead, and during the five-day celebration the streets are teeming as revellers go pandal-hopping, bhog sampling, throng anondo mela (fun fair), indulge in shopping sprees, and a dozen other fun-filled activities. But due to Covid2019, pujo festivities are a lot more toned down this year, with the risk of public gatherings looming large on people’s minds.
With the outlook that folks will stay at home rather than jostle with crowds, Bangla entertainment channels have taken up an aggressive stance programming-wise to maximise viewership and ad revenue during the pujo period.
How Bangla channels are wooing viewers
Sony Aath is trying to dial up the celebrations with a slew of fresh programming. As part of Sunday Funday, the most popular slot on the channel, it will air special Durga Puja-themed episodes of hit family shows – Gopal Bhar, Nut Boltu and NIX. With the recent premiere of new show Baalveer during this festive season, the channel’s also lined up six Honey Bunny movies. A Sony Pictures Networks India Sony Aath and English cluster business head Tushar Shah said, “We are witnessing tremendous interest from the advertisers and a few of them, including Cadbury and Colgate, have already signed up.”
Colors Bangla, too, has a treat in store for its viewers. “There will be a special morning programme titled Sree Sree Sarodiya Durga Pujo. It will provide the audience with a spiritual experience by giving an essence of the various rituals associated with pujo. Evening show Golpe Gaane Pujor Adda is a show with singers and actors entertaining our viewers with popular music and memories. Both the shows are presented by Hellman’s Mayonnaise and powered by Brooke Bond,” said Colors Bangla business head Rahul Chakravarti.
This year a lot of devotees will be offering pujo “virtually”, a trend that had started a few years ago, wherein viewers could do darshan and pushpanjali and get pronami too. TV and digital channels can broadcast these events and let worshippers enjoy the festivities from the safety of their homes. Bangla celebrities and influencers are also being roped in to familiarise their fans with the concept of virtual celebrations along with AR/VR darshans from their apps.
Zee Bangla and Zee Bangla Cinema cluster business head Samrat Ghosh notes that the broadcast industry has pinned its hopes on advertisers. The festival holds immense potential for all stakeholders, especially in the eastern states of West Bengal, Orissa, Assam and Bihar where the arrival of Mother Goddess Durga is celebrated with a lot of pomp and gaiety.
Ghosh said, "The viewership is definitely soaring high and the ad-ex market has also started picking up. I am hopeful that during the festive season advertisers will also help us to revive the ad-ex market. Apart from the usual categories that advertise, we will see a lot of automobile, consumer durable brands doing promotions. The local retail brands are also reviving and have started advertising." He is optimistic about the retail market bouncing back in terms of ad spends.
Apart from special programming on the small screen, Durga Puja is always associated with big ticket movie releases. Keeping movie lovers in mind, Colors Bangla is tapping into its wide repertoire of 200+ Bangla titles and dedicated each day of pujo to a superstar. From Saptami being devoted to fans of Jeet to Ashtami being Mithun Chakrabarty’s day, special movies of superstars will be showcased on the channel.
Brands & advertisers shift focus to safety
With market sentiments improving over the last few months, brands have started coming up with new and dynamic ways to connect with consumers. Advertisers across categories are looking forward to pujo. Wavemaker India managing partner Mansi Datta sees this as a wonderful opportunity for brands to capitalize on buyers’ upbeat sentiments and resonate with them. Durga Puja, traditionally a good time for channels to increase their ad revenues, will help them to make up for losses incurred during the pandemic period.
“This is the time of year for ‘NEW’… Children are told to wait for pujo to get new things. People splurge and indulge. Retail sector claims that for West Bengal, 30-45 per cent of annual sales happen during Durga Puja. This is the reason pujo period marks the highest media activity,” said Datta.
There’s a marked shift in consumer patterns too, and in response, brands have also adapted their seasonal messaging to showcase and promote hygiene, safety and social distancing – while remembering to have a jolly good time, of course.
For instance, the state government has issued a 17 point guideline, with most Durga Puja associations following it strictly and even deploying more safety features. In keeping with these measures, Colors Bangla has launched a special campaign urging viewers to adhere to social distancing norms. Chakravarti shares: “While our faces may be masked, our hearts will be filled with joy and our eyes will reflect our happiness. This is a message that we are amplifying through our special pujo campaign.”
State of the market during pujo 2020
Estimating the size of the Durga Puja economy has mostly been a fraught prospect, although a 2013 Assocham report pegged it at Rs 25,000 crore, growing at about 35 per cent CAGR. The report projected its size to be Rs 40,000 crore by 2015. If that figure were to be extrapolated to 2018 and 2019, the size would be at Rs 1.12 lakh crore and Rs 1.5 lakh crore respectively. As per the estimate, the pujo economy contributes a little over 10 per cent to West Bengal’s GDP.
Sujata Dwibedy, trading director for Dentsu International’s Amplifi India group, observes: “If we add up the Puja economy of Odisha, Bihar and Jharkhand – which also celebrate the festival with equal fervour, if not more splendour – the economy of each of the states get a contribution of about 7-10 per cent to the their GDP during Puja. However, 2020 is an exception and the growth will dip extensively because all the outdoor activities, pandals, melas and markets – where traditionally a huge amount of spending takes place – would be restricted.”
She further adds though there was a huge drop in consumption of products in the April-May-June quarter, from July onwards many businesses are back to last year’s levels. Brands diversified and started producing health and hygiene-related products and survived. Media consumption was high, but advertising spends dropped and businesses other than a few categories saw a huge dip.
Traditionally, multinational brands across industry verticals rode on the Puja sentiment through a mix of above-the-line and on-ground activation. “Since this year, the on-ground activations and pandal related events might not be possible, brands should think of innovative ways of reaching out to the consumers. Food, garments and household purchases are the themes of this festival. So, tying up with the food techs, e-commerce and gifting companies could be innovatively used,” suggests Dwibedy.
The duration of Durga Puja to Diwali (or Kali pujo) is a jackpot for brands and consumers. Moreover, advertisers are using every medium to attract eyeballs – from newspapers, billboards, bus/local trains, activations to OTT, social, search of locations, food-spots and pandals in digital. It is a great time for payment apps and BFSI to focus on electronic payments and making things lucrative as well as simpler.
MUMBAI: Zee Bangla and Zee Bangla Cinema cluster business head Samrat Ghosh is really looking forward to the next couple of months, like almost everyone in the industry. A large part of 2020 has been a bit of a washout for the channels that he runs, at least in terms of the topline. But with west Bengal gearing up for Durga Puja, he is hoping to get his charges back on track.
“The sentiment is quite upbeat as viewership is definitely soaring and brand spends are beginning to pick up,” says he with an encouraging smile. “I am hopeful that during the festive season advertisers will start spending to encourage consumption. Apart from the usual categories which advertise, we will see lot of automobile, consumer durable brands also opening their wallets. The local retail brands are also reviving and have started advertising.”
For west Bengal, Odisha, Assam, Tripura, Bihar and Jharkhand, Durga Puja is the time for denizens to do pooja in their homes, go on a spending spree buying new clothes, visit the pandals that pop up all over east India with kith and kin. Additionally it is also a time for gifting near and dear ones.
Held over 10 days, it marks the victory of goddess Durga over the shape shifting asura, Mahishasura. Observers opine that Durga Puja has become a consumerist social carnival with brands going all out advertising as well as sponsoring local community events and pandals, as well spending big on television. A 2013 Assocham report estimated the Durga Puja festival pumps in close Rs 25,000 crore into the economy of the various states in which it is celebrated.
Ghosh discloses that Bengali TV generate close to Rs 1,200 crore in ad spends annually; a large chunk of that comes during Durga Puja, especially for general entertainment channels (GECs).
“If the advertiser wants to reach out to a consumer who is based out in Bengal, the local vernacular channels turn out to be much more effective in terms of reach,” he explains. “Hence, the GECs turn out to be reach builders in any of the media campaigns for the clients.”
Thanks to the lockdown, the reach of GEC channels has further increased with male audiences also starting to spend more time in front of the television. Ghosh and team studied home bound viewers tastes and introduced content that kept them even more engaged with TV.
“In the absence of original shows we came up with innovative content like comedy shows, and celebrity programs. We conducted various surveys to understand consumer sentiment and how their lives changed during pandemic. Later, we captured all those real-life stories and capsulated them in a show called Lockdown Diaries."
However, with productions being allowed a couple of months ago, a fresh stream of content was churned out by production teams, who continue working in full swing with strict Covid2019 protocols in place, rolling out series that are keeping viewers glued to their TV sets.
Pre-pandemic, he reveals, viewership was growing five to seven per cent in the state, whereas adex was swelling by 10-12 per cent. "I think it is a very healthy growth keeping in mind that many Bengali channels have been in existence for more than a decade," he states.
Since the festivities are held with great pomp even in the neighbouring states of Bihar and Odisha, advertisers have been expressing keen their interest in reaching out to viewers in those markets too, he says.
“What we have seen from the viewership perspective is that the spillover of Hindi in the states is not as high as it is Maharashtra,” adds Ghosh. Bengalis, according to him, love watching shows in their language and about their culture.
The 14-day-long Pitru Paksh Shradh – a period when one pays obeisance to one’s dead relatives and ancestors – ended on 17 September with Mahalaya Amavasya. Unlike earlier years, when the gap between Mahalaya Amavasya and Maha Sasthi (the start of Durga puja) is hardly six days, this year the gap is about a month with the latter falling on 22 October. Bengalis are therefore really looking to celebrate Durga Puja, explains Ghosh. And the long gap has given brands a lot of time to prepare for the festival season, which could well be a good omen for him and the rest of the Bengali broadcasters.
NEW DELHI: Entertaining the masses with its diverse content, Big Ganga, ZEE Entertainment Enterprise Limited’s Bhojpuri General Entertainment Channel brings to its viewers yet another interesting offering. Catering to the rising appetite for immersive content amongst their Bhojpuri-speaking audience, the channel is all set to launch one of the most popular shows of ZEE TV – Woh Apna Sa. Personalizing the show as per the needs of its audience, the channel will be renaming it as “Kehu Aapan Ba” while dubbing the show in Bhojpuri. Starting from 27 July, the show will be telecast every Monday to Saturday at 6 pm.
Offering viewers the best of both worlds in the form of drama and romance, the high octane show, based in Mumbai, is filled with layers of twists and turns which will make viewers glued to their seats throughout. It’s the story of Aditya who is in a troubled marriage with his wife Nisha with whom he has two daughters. Nisha, on the other hand, is nothing but selfish, evil and self centered who can go to any extent for her benefit including putting her daughters in danger. Since, this side of Nisha is a well-guarded secret, Aditya’s family thinks highly of Nisha leaving him with no choice but to stay with her. The turmoil in Aditya’s life ends when the protaganist Jhanvi enters and changes his life for good as they both disclose Nisha’s true colours. But the problems doesn’t stop here for Aditya and Jhanvi as they have to tackle many challenges, the biggest one being Nisha. The romantic drama, that featured talented actors, Disha Parmar, Sudeep Sahir and Riddhi Dogra, was a huge hit and aims to repeat the same success in the Bhojpuri-speaking market as well.
Speaking about the offering, ZEE Entertainment Enterprises Ltd Cluster Head East -Samrat Ghosh, said, “We have always worked towards providing the best of entertainment to our audience and we are glad that we are keeping our promise. The demand of Bhojpuri content has constantly been increasing where people are in the lookout for local, relatable content in their native language. BIG Ganga, being the pioneer in the Bhojpuri entertainment industry, understands the pulse of its viewers and brings content to their doorsteps after understanding their demands and preferences. Making sure our audience get the same quality of content as HSM viewers, a lot of research is involved in deciding on the syndicated content that is further tweaked according to the overall presentation and language that our audience would prefer. With the channel having a strong foothold in the region, curating such a popular show in a language that connects with our viewers also provides a great platform for advertisers and stakeholders alike, to reach out to the audience.”
BIG Ganga and ZEE Biskope Business Head- Amarpreet Singh Saini said, “With prime time being a prominent family-viewing time slot, we strive to curate family-oriented shows that can be watched and enjoyed by the entire household. Our prime time offerings are specially made keeping this in mind and by adding a new show to our bouquet will provide them a heavy dose of entertainment as well as strengthen our prime time band as well. Through Kehu Aapan Ba, we aim to end the month on a memorable note and give audience an interesting show to look forward to.”
BIG Ganga’s shows enthrall and entertain audiences with its unique content, thereby making this platform apt for the whole family. The channel has been enhancing and enriching regional pride through its new offerings. These new Bhojpuri shows are sure to entertain audiences with its unique content and placement, thereby making the channel an apt prime time viewing choice for the entire family. With more shows in the pipeline, the channel is all set to redefine entertainment and original content for its regional audience.
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