Mumbai: Embrace the monsoon season with Zindagi’s curated lineup themed ‘Best of Romance’ for July, promising a journey through love and drama. Starting from 4 July, 6 pm, catch the premiere of Dil Lagi, starring Humayun Saeed and Mehwish Hayat, a romantic tale set amidst the narrow backstreets of Sukkur in interior Sindh.
On 14 July, 7:30 pm, witness Pyaare Afzal, starring Ayeza Khan and Hamza Abbasi, where Afzal’s infatuation with Farah leads to unexpected twists of love and personal growth. Following this on 16 July, 6 pm, is Pyar Ke Sadqay, featuring Bilal Abbas and Yumna Zaidi, as Abdullah and Mahjabeen navigate challenges in their quest for love.
For cinema enthusiasts, don’t miss the film Behadd, starring a stellar ensemble including Fawad Khan, Sajal Aly, and Adnan Siddiqui among others premiering 14 July, 11 am, offering a poignant tale of love and family dynamics. Adding to the lineup is Shehr E Zaat, premiering 7 July, 12 – 2 pm, starring Mahira Khan an only child to very rich parents. The storyline revolves around her journey from self to subsistence in sculpting the man of her dreams.
Launching on 13 July 9 pm, is Khoya Khoya Chand, featuring Maya Ali, Ahsan Khan, and Sohai Ali Abroo, unraveling a tale of love and destiny amidst personal challenges and family dynamics.
Mehwish Hayat portraying Anmol in Dil Lagi, shared, “Playing Anmol has been a privilege. She is a strong, sensible young woman who faces every problem head-on and cares deeply for her family. This beautifully written family-oriented romance captivated viewers till the very last episode. The narrative not only explores the depths of human emotion but also resonates with universal themes of love and resilience. I am thrilled and honored that Indian audiences will now have the opportunity to experience our storytelling through Zindagi. It’s a wonderful testament to the power of cross-border content that transcends geographical boundaries and connects us through shared emotions.”
Tune in exclusively on Zindagi DTH Tata Play (Channel 154), Dish TV and D2h (Channel 117), and Airtel TV (Channel 102) for a month-long celebration of romance and drama that promises to captivate your heart and soul.
Mumbai: Following its stellar success at the Chicago South Asian Film Festival, Applause Entertainment and Zindagi’s drama series, “Farar,” directed by the talented Mehreen Jabbar and featuring stellar cast including Sarwat Gilani, Mariam Saleem & Maha Hasan is poised to extend its international journey by gracing the US East Coast at the upcoming DC South Asian Film Festival. Slated for a screening on 3 December, this series, renowned for its compelling narrative and outstanding performances, continues to enthrall audiences on a global scale. To coincide with its release, Director Mehreen Jabbar and actor Maha Hasan will be present at the Festival on Sunday, 3 December, at 2:30 PM, hosted at the American University School of Communication Doyle-Forman Theater.
Presented by Applause Entertainment, a Zindagi original Farar, a 6-part series, tells the story of three independent women who are navigating the complexities of modern life. The series highlights the universal human experiences of friendship, love, and personal growth, while simultaneously tackling issues such as societal pressures, identity, taboos, and body shaming.
Mehreen Jabbar, acknowledged as one of Pakistan’s foremost directors, expresses her excitement about the series premiering at the DC Film Festival, a city known for its vibrant South Asian community and a festival championing diverse storytelling. She notes, “The anticipation of our series premiering at the DC Film Festival is truly exciting. This dynamic city not only embraces a vibrant South Asian community but also hosts a festival known for championing diverse storytelling. In a time where divisions persist, it’s uplifting to witness the union of two major South Asian nations in the spirit of storytelling at the DC festival.”
The DC South Asian Festival stands out as a highly acclaimed cinematic celebration, held annually in the heart of the United States, Washington D.C. This festival, now in its 12th year, takes pride in showcasing and honoring the finest in alternative cinema from India, Pakistan, Afghanistan, Bangladesh, Nepal, Bhutan, Tibet, and Sri Lanka. Faraar,’ takes center stage as the only web series to be screened in the drama category, that delves into tangled relationships and individual evolution, promising to be a standout moment at the festival.
Talking about this noteworthy milestone, Zee Entertainment Enterprises Ltd. CCO (special projects) Shailja Kejriwal said, “From Farar’s successful Chicago debut to its significant move to DCSAFF, it’s indeed been a remarkable journey. The Zindagi and Applause Entertainment partnership reflects our shared dedication to diverse narratives. We’re excited to witness how the audiences embrace our storytelling heritage.”
Mumbai: Following its stellar success at the Chicago South Asian Film Festival, Applause Entertainment and Zindagi’s drama series, “Farar,” directed by Mehreen Jabbar and featuring a stellar cast including Sarwat Gilani, Mariam Saleem & Maha Hasan is poised to extend its international journey by gracing the US East Coast at the upcoming DC South Asian Film Festival. Slated for a screening on 3 December, this series, renowned for its compelling narrative and outstanding performances, continues to enthrall audiences on a global scale. To coincide with it’s release, director Mehreen Jabbar and actor Maha Hasan will be present at the festival on Sunday, 3 December, at 2:30 PM, hosted at the American University School of Communication Doyle-Forman Theater.
Presented by Applause Entertainment, a Zindagi original Farar, a six-part series, tells the story of three independent women who are navigating the complexities of modern life. The series highlights the universal human experiences of friendship, love, and personal growth, while simultaneously tackling issues such as societal pressures, identity, taboos, and body shaming.
Mehreen Jabbar, acknowledged as one of Pakistan’s foremost directors, expresses her excitement about the series premiering at the DC Film Festival, a city known for its vibrant South Asian community and a festival championing diverse storytelling. She notes, “The anticipation of our series premiering at the DC Film Festival is truly exciting. This dynamic city not only embraces a vibrant South Asian community but also hosts a festival known for championing diverse storytelling. In a time where divisions persist, it’s uplifting to witness the union of two major South Asian nations in the spirit of storytelling at the DC festival.”
The DC South Asian Festival stands out as a highly acclaimed cinematic celebration, held annually in the heart of the United States, Washington D.C. This festival, now in its 12 years, takes pride in showcasing and honoring the finest in alternative cinema from India, Pakistan, Afghanistan, Bangladesh, Nepal, Bhutan, Tibet, and Sri Lanka. Faraar,’ takes center stage as the only web series to be screened in the drama category, that delves into tangled relationships and individual evolution, promising to be a standout moment at the festival.
Zee Entertainment Enterprises Ltd chief creative officer Shailja Kejriwal said, “From Farar’s successful Chicago debut to its significant move to DCSAFF, it’s indeed been a remarkable journey. The Zindagi and Applause Entertainment partnership reflects our shared dedication to diverse narratives. We’re excited to witness how the audiences embrace our storytelling heritage.”
Mumbai: Zindagi, known for its commitment to fostering cultural exchange is set to unveil the latest trending Pakistani show Kabli Pulao for the first time ever on Indian television. This marks a significant milestone for Zindagi, as it embraces the Honorable Bombay High Court ruling that has lifted the ban on Pakistani artists in India. This launch is a testament to Zindagi’s ongoing efforts to celebrate artistic freedom, diversity, and the rich tapestry of stories from both sides of the border.
Kabli Pulao is an unconventional and emotionally charged series that has garnered effusive praise for its remarkable writing, direction, and profound acting. The celebrated Pakistani writer Zafar Mairaj has artfully spun a narrative that delves into the intricacies of human emotions under the thoughtful direction of Kashif Nisar. Taking the audiences on a heartfelt journey, experience the 18-part series starting 11th November 2023 at 10pm, Monday to Sunday only on Zindagi DTH Services Dish TV, D2h, Tata Sky, and Airtel. Moreover, two nations (India & Pakistan) will join forces and together witness the grand simulcast of Kabli Pulao’s finale only on Zindagi.
Kabli Pulao is a masterpiece and relishes its depth through extraordinary performances from lead actors – Mohammed Ehteshamuddin and Sabeena Farooq, who have breathed life into their roles. The show also enjoys a mesmerizing original soundtrack – Ankhain, sung by the music maestro – Ustad Rahat Fateh Ali Khan which has struck a chord with audiences and beautifully complimenting the show.
Kabli Pulao follows the story of Haji Mushtaq aka Mohammed Ehteshamuddin an upright man from Lahore, and Barbeena, played by Sabeena Farooq, an Afghan girl in need. The story revolves around how Haji (a simple bachelor who is in his 50s) crosses paths with a young girl Barbeena (In her 20s) in need seeking medical help for her ill mother. As the protagonist spends more time with the girl, he starts seeing the world from a different perspective and finds himself falling in love for the first time in his life.
With its focus on refugees and empowering female characters, Kabli Pulao a show that crossed 100 million+ views and counting on Youtube, stands as a beacon of progressive storytelling, inviting viewers to connect with the characters’ experience and form a bond that transcends the screen.
Commenting on Zindagi’s latest announcement of telecasting ‘Kabli Pulao’ in India, maverick director behind films like Superstar & Dum Mastam and TV show Sadqay Tumhare Mohammed Ehteshamuddin, who plays the lead role of Haji Sahab said, “This show brings forth the essence of love in the most unexpected and heartwarming way and showcases the power of love, the pursuit of happiness, and the blending of cultures in an inspiring narrative. It’s a beautifully written story that dives deep into the human heart. Kabli Pulao will hold a special place in my heart as this was perhaps the one of the few times where I got the chance to be in front of the camera, playing Haji Mushtaq, after being behind it for many years. It is extremely overwhelming to see the love and appreciation that the show is receiving & It brings me immense joy to see Zindagi air this show in India along with its airing in Pakistan and truly connect audiences for this heartfelt cross-border journey. I couldn’t be more thrilled to be a part of this and patiently await all the love and views from the Indian audiences.”
Lead actress Sabeena Farooq, unlike her recent stint in the hit show Tere Bin where she played a diabolical role, will be seen in a completely different and lovable character as Barbeena in Kabli Pulao. Talking about the show’s India release, she added, “Acting in ‘Kabli Pulao’ has been an emotional rollercoaster. The depth of the characters and the realism of the story is unlike anything I’ve worked on before. It’s a privilege to be part of a project that showcases love’s ability to transform lives. The distinctive storyline is beautifully reflected throughout the show and I’m certain that it’ll leave a mark on everyone who watches it. I can’t wait for the Indian viewers to embark on this emotional journey with us as Kabli Pulao immerses the audience in an authentic world that feels close to home.”
Director Kashif Nisar said, “Kabli Pulao’ is a departure from the ordinary, an exploration of love and life. Creating complex stories that resonate with the audience has always been my passion. ‘Kabli Pulao’ allowed me to craft a narrative that combines the richness of human emotions with the allure of culinary traditions. My mission was to create a show that remains faithful to the essence of storytelling. Kudos to Sabeena and Mohammed for meticulously portraying the raw and intricate emotions that love entails, their performances resonated with viewers on an emotional level, leaving an indelible mark with each scene. I am exceptionally proud to present Kabli Pulao to both the Indian and Pakistani audiences together as Zindagi conducts the grand finale simulcast for the first time ever on television. To conclude, our team also extends deepest gratitude to Zindagi for bridging the gap by providing cross-border content and opening new horizons for artists.”
Get ready to embark on Kabli Pulao starting 11 November, at 10 pm on Tata Play (Channel no. 154) Dish TV and D2h (Channel no. 117), and Airtel TV (Channel no. 102).
Mumbai: A riveting story of human emotions, Farar is set for its grand world premiere at the prestigious 14 Annual Chicago South Asian Film Festival 2023 as the Marquee web series of the festival. The first collaboration under the landmark partnership of Applause Entertainment and Zindagi, Farar’s global premiere is a strong reinforcement of bridging cross-border gaps and creating universally relatable South Asian content.
The show based on the themes of friendship, freedom and hope is directed by Mehreen Jabbar & will be screened on Saturday, 23 September as part of the four-day festival program. The premiere will be attended by producers Shailja Kejriwal and Umnia Iftikhar, director Mehreen Jabbar and lead actress Sarwat Gilani. The series also features Mariam Saleem & Maha Hasan and is set in the sprawling city of Karachi, Pakistan.
Expressing her excitement, lead actor Sarwat Gilani says, “As an actor, being part of Farar has been an incredible journey of exploration and dedication. This show is not just a story for us; it’s a piece of our souls, a representation of the rich emotions that connect us as humans. As ‘Farar’ gets ready for its premiere at CSAFF’23, my heart is brimming with happiness. This compelling storyline, delicately weaving the tapestry of female friendships and triumphing over obstacles, is now set to captivate and resonate with audiences worldwide.’’
Recognised as one of the most prolific directors from Pakistan, director Mehreen Jabbar adds, “I am thrilled to have our series premiere in Chicago. This vibrant city not only has a thriving South Asian diaspora but also houses a festival that has consistently championed diverse genres and formats. In a time marked by divisions and jingoism, it is truly heartwarming to see the convergence of two of the world’s largest South Asian nations, uniting in celebration of the art of storytelling.”
Reflecting on this significant milestone, Zee Entertainment Enterprises Ltd.’s chief creative officer (special projects), Shailja Kejriwal said, “Personally, nothing gives me greater joy than seeing content from our subcontinent reach a world stage. Farar’s premiere at CSAFF is extra special as it is our first collaboration with Applause Entertainment. The potential for South Asian content is unmatched, and we are so thrilled to have such an amazing partner and such brilliant teams on board this journey with us”.
Producer Umnia Iftikhar added “Bringing Farar to Chicago South Asian Film Festival is a moment of immense pride and gratitude for our entire team. This show is a labour of love, a convergence of passion and storytelling. As we premiere here amidst the world, we hope Farar resonates with the universal emotions that bind us all. The power of storytelling lies in its ability to bridge cultures and ignite conversations, and we are thrilled to share our narrative with this wonderful audience.”
Presented by Applause Entertainment, a Zindagi original Farar, a six-part series, tells the story of three independent women who are navigating the complexities of modern life. The series highlights the universal human experiences of friendship, love, and personal growth, while simultaneously tackling issues such as societal pressures, identity, taboos, and body shaming.
Earlier this week, in a groundbreaking move, Applause Entertainment and Zindagi announced their strategic partnership to energise investment in South Asian content creation that connects with today’s diverse global audience.
Mumbai: In a groundbreaking move, Applause Entertainment and Zindagi have joined forces to energise investment in South Asian content creation. Sameer Nair and Shailja Kejriwal, are well-known for their significant contribution to television, with shows like Kaun Banega Crorepati, Star Bestsellers, and the Saas Bahu dramas. This partnership marks their reunion after more than a decade.
This alliance is a game-changer in the rapidly evolving global entertainment landscape, marking a significant shift in the ever-changing entertainment industry, aiming to produce a wide range of South Asian narratives across genres that connect with today’s diverse global audience.
Sameer Nair, a stalwart in the media and entertainment industry and managing director of Applause Entertainment, renowned for acclaimed series like Criminal Justice, City of Dreams, and the Scam franchise stated: “Working with Shailja Kejriwal is like revisiting a cherished chapter of our creative journey. Our shared vision and passion for storytelling have always been the driving force of our partnership. Now, with the world as our canvas and the OTT stage as our platform, we’re thrilled to collaborate once more, bringing the rich tapestry of South Asian content to a global audience.”
Shailja Kejriwal, a well-known name in television and content curation, chief creative officer of special projects at Zee Entertainment Enterprises Ltd recognised for introducing stars like Fawad Khan, Mahira Khan to India with iconic dramas Zindagi Gulzar Hai, Humsafar and subsequently creating originals like Churails, Dhoop Ki Deewar, Qatil Haseenaon Ke Naam said, “Reuniting with Sameer after a decade is like homecoming for me and I’m thrilled to team up with him in this new era of content creation. Zindagi’s commitment to pushing the boundaries of South Asian storytelling backed by Punit Goenka’s vision & continued support has remained unwavering. With Sameer’s pioneering spirit and the legacy of iconic shows, coupled with Applause Entertainment’s innovative zest, we’re poised to create content that not only resonates across borders but sets new benchmarks in South Asian storytelling.”
The collaboration of Applause Entertainment and Zindagi marks the beginning of an era of innovative global projects. Sameer and Shailja’s previously remarkable collaboration at Star Plus and Imagine stands as a testament to their creative brilliance.
Mumbai: The popular Pakistani channel Zindagi is set to launch as a special service on Airtel from 15 September, 2022.
Zindagi will aim to bring audiences a plethora of unique and entertaining offerings. The channel has consistently been at the forefront of bringing thought-provoking and distinct stories to the masses.This service will be free of charge on Airtel for the first 10 days, followed by Rs 2.5 per day.
The night started with Dumpukht Aatish-e-Ishq at 7 p.m., starring the talented Nauman Ijaz, Bilal Abbas Khan and Sonia Mishal, followed by Digest Writer at 8.30 p.m., starring actor Saba Qamar. Besides, another power-packed line-up for September includes Mann Mayal, starring actors Maya Ali and Hamza Ali Abbasi; the show will air on 19 September at 5:30 p.m. Tracing the journey of a single mother, the teleplay Behadd, starring actors Fawad Khan, Nadia Jamil, and Sajal Ali, will air on 25 September at 8 p.m.
Speaking of the launch of this channel on Airtel, Zee special projects chief creative officer Shailja Kejriwal said, “We are elated to have received immense love and support from our audiences across the globe. It is a proud moment for us as we announce Zindagi’s association with Airtel and partner with them to provide audiences with stories they can resonate with. We continue to reinstate our belief in growing together and reaching out to a larger audience base. Launching on Airtel as a special service drives us to inspire our audiences as we work towards making Zindagi a part of every household.”
Zindagi has been widely appreciated by the audience for showcasing stories that are relevant, relatable, and impactful.
Mumbai: “Your task is not to seek for love, but merely to seek and find all the barriers within yourself that you have built against it” – based on this simple yet impactful poem by Rumi, Zindagi announces the Indian television premiere of its romantic short film, “Guddu Engiineer.”
Setting the perfect vibe for a Sunday binge fest, “Guddu Engiineer” is a story that will nudge your hearts and leave you ecstatic and wanting more.
Produced by Monisha Advani, Madhu Bhojwani (Emmay Entertainment) and Zee Entertainment Enterprises chief creative officer – special projects Shailja Kejriwal and directed by the versatile Nikkhil Advani, featuring talented actors Prabuddh Dyma (Guddu) and Pranali Ghogare (Sonia) in the lead, the film is set to premiere on Zindagi’s DTH platforms Tata Play, Dish TV and D2H on 10 July at 8 pm.
“Guddu Engiineer” traces the story of three friends living at a hostel in Varanasi. Guddu, the primary character, who can’t speak, falls in love with Sonia. To celebrate her birthday, he makes a list of her favorite things and makes an attempt to fulfill all her wishes. However, a certain turn of events causes him to make a choice between love and hate, which in turn alters everything around him.
Talking about his film, director Nikkhil Advani said, “I believe films and stories inspire people and bring to them a different perspective of things each time. Great stories help connect to a larger audience and rise above all kinds of barriers. A film like “Guddu Engiineer” is like a warm hug and speaks volumes about love in its own little way. I am looking forward to the television premiere of the film and I am sure audiences will enjoy this one!”
Actor Prabuddh Dyma added, “”Guddu Engiineer” is a film that is supremely close to my heart. Getting an opportunity to work with Nikhil sir and to be directed by him was supremely special. Playing Guddu, a person that can’t speak was challenging yet rewarding. The film is brought to life by the characters that surround him, they are relatable and their performers are exceptional. The film, just like Guddu, is all heart and I am looking forward to the premiere of this film on Zindagi’s DTH platforms.”
Recently launched on DTH platforms Tata Play, Dish TV & D2H, Zindagi has been instrumental in bringing content from across borders and has emerged as the audience preferred destination. “Guddu Engiineer,” aims to instill the spirit of love, hope and friendship in the hearts of the Zindagi audiences yet again!
Mumbai: Digital channel Zindagi which features popular Pakistani soap operas will now be available on DTH platform Dish TV, D2H and Tata Play as a value-added service. The service will be available starting on 23 May.
The channel launched in 2014, had gone off the air in July 2017 and its content was only available on the OTT service Zee5. Now, the shows Kitni Girhain Baaki Hain with Kirron Kher as the narrator, “Aunn Zara, Sadqay Tumhare” amongst others will be available to DTH subscribers. The channel’s launch is backed by an innovative content strategy of airing two episodes back-to-back.
Apart from fiction shows, the service will also showcase acclaimed movies like “Baarish aur Chowmein” featuring Taapsee Pannu and Amit Sadh, directed by Tigmanshu Dhulia; “Toba Tek Singh”, based on a short story by Saadat Hasan Manto, featuring noted actor Pankaj Kapoor and directed by Ketan Mehta; “Silvat” written by Faraz Arif Ansari and directed by Tanuja Chandra with Kartik Aaryan in a leading role; “Saari Raat” a film by National Award winner Aparna Sen starring Konkona Sen Sharma among others.
“It’s a proud moment for us as we reach yet another milestone and launch Zindagi across key DTH platforms,” said Zee Special Projects chief creative officer Shailja Kejriwal. “What started as a salient idea between a few people deeply invested in the belief of cross border cultural collaborations grew to become one of the most loved television channels in the country. Zindagi took its journey ahead on OTT fueling the digital consumption needs in the country, and the community of believers continued to grow. Today, we add new partners, new believers in Tata Play, Dish TV and D2H, as we take Zindagi to every corner of the country.”
“There’s a huge fan following for nuanced and author-backed storylines in our country,” said Tata Play chief content and commercial officer Pallavi Puri. “Tata Play Zindagi’s content library is very slice-of-life… they are humari zindagi se milti julti kahaniyan, which we believe will be a treat for the viewers who like relatable narratives.”
“We firmly believe that providing relatable, wholesome, unique, and relevant content is the most effective way to engage with our subscribers,” said Dish TV India Limited head – VAS Shruti Kumar.
“We are delighted to announce Zindagi Active as the latest addition to our comprehensive value-added service portfolio. With this, we offer our subscribers the stories that are emotional and enthralling, series & movies that resonate with them, their families, and relationships. We hope to bring together people/communities beyond our country’s border who share similar values, cultures, and traditions. Our Active Services brings the most appealing and relevant content to our subscribers, and the latest addition of the Zindagi Active service reaffirms our commitment towards them,” she added.
Zee Entertainment Enterprises (Zee) chief creative officer – special projects Shailja Kejriwal, and her brainchild Zindagi channel have had an equally unpredictable, yet exciting journey in the world of media and entertainment. As a visionary storyteller, Kejriwal, to her credit has critically acclaimed content brands and initiatives like Zindagi, Zee Theatre, Star Bestsellers, and an unconventional series of short films called “Zeal for Unity” on one hand, and the TRP-churning, K-series of Indian family dramas on the other.
Zindagi launched on television in 2014 with the Pakistani soap opera “Aunn Zara,” which ended in just 20 days, a rather ‘blasphemous’ occurrence in the pre-OTT days when TV serials ran into as many 2000+ episodes. With real characters who didn’t wear make-up to bed and finite storylines, the channel came in like a breath of fresh air. Becoming an instant hit, it went on to launch Pakistani stars like Fawad Khan, Sanam Saeed, and Mahira Khan with the popular dramas “Zindagi Gulzar Hai” and “Humsafar.”
However, post the 2016 Uri attack, Zindagi had to pull the plug on all Pakistani content. Eventually wrapping up on TV, it became a digital-only channel. Starting out on the Ozee app, and later as Zindagi Digital, the channel finally launched on Zee5 in 2020. In the same year, Zindagi began its Originals innings with Asim Abbasi–directed web series “Churails” (2020). It was followed by “Ek Jhoothi Love Story” – a romantic comedy directed by Mehreen Jabbar, the critically acclaimed series “Dhoop Ki Deewar” featuring Ahad Raza Mir and Sajal Aly, “Qatil Haseenaon Ke Naam” – a desi noir anthology helmed by British Indian director Meenu Gaur, and most recently (11 March) Kashif Nisar’s “Mrs & Mr Shameem” – featuring Saba Qamar and Nauman Ijaz.
Kejriwal’s constant endeavour through all the challenges has been to keep brand Zindagi alive and thriving. In a freewheeling interaction with IndianTelevision.com, she talks about “Mrs & Mr Shameem,” Zindagi’s digital journey, programming for the South Asian audience and diaspora, creating content from out of Pakistan, and her content philosophy.
Content, cause and creativity
‘Short-run programming,’ ‘Hindustani content,’ ‘content for cause,’ ‘alternative mainstream,’ while the content on Zindagi has been classified as all of these and more, the idea behind the brand is simply to tell stories that have a purpose, and hence says Kejriwal, the brief is always ‘why is this story being told,’ and ‘how it will impact those watching it.’
“There has to be a social comment in our stories; something which provides a different point of view. I believe that in today’s times when everything around us is changing, storytellers have to explore new ways of telling stories, new ways of talking about love and relationships,” she tells.
Zindagi’s latest release “Mrs & Mr Shameem,” for instance, questions ‘who is the ideal man,’ ‘does he always have to be aggressive,’ ‘can he be like Shameem who is seen as effeminate?’ “What I also like about Shameem’s character is that he doesn’t feel like a victim of this perception of him being ‘less of a man.’ I loved the positivity in the show, and the fact that it is inclusive,” she adds.
Programming for the South Asian audience
Programming for the South Asian audience
Zindagi began in 2014 with a clear roadmap of ‘curate, create and collaborate.’ The channel’s TV days comprised the ‘curation’ phase wherein it got a lot of Pakistani content to see how people liked/consumed it, and the response, shares Kejriwal, was phenomenal.
“I haven’t met anyone who doesn’t tell me that at least one person in their family watched Zindagi,” she says, adding that, “We also kind of expected that because a) Our shows were fresh, finite and meaningful, and b) there was a lot of curiosity about Pakistan among Indians. While our shared history, language and geographies were an important reason behind it, primarily it was the fact that we’ve not had any visual reference of Pakistan since the 80’s, except the news media. On the other hand, Pakistanis have grown up watching us through our films.”
The phase Zindagi is in right now on Zee5 is phase two of ‘Creation.’ Moving a step ahead from launching Pakistani actors, the channel began involving writers and directors in creating content for its South Asian audience. That’s when the ‘Originals’ happened. The third phase of collaboration where it hopes to be in the coming years will invite talent from both sides of the border to work together.
Zindagi’s digital journey
According to Kejriwal, the biggest advantage OTT as a medium offers is the freedom to tell stories that could not have been told on television.
Sharing some snippets from what she calls “a fantastic journey on digital.” “It gave us the chance to work with a new wave of filmmakers like Asim Abbasi and Meenu Gaur. Even though Gaur is not into making Pakistani dramas, her work has a distinct South Asian approach that reciprocates with our TG. OTT provided us the platform to experiment and create content that is truly international in its making, and aimed different cohorts,” Kejriwal notes.
“So, while ‘Churails’ caters to the upmarket or niche and younger audience, ‘Dhoop Ki Deewar’ is meant for family viewing in tier 1 cities. ‘Qatil Haseenaon Ke Naam’ is a metro-centric content piece. ‘Ek Jhoothi Love Story’ and ‘Mrs & Mr Shameem’ are suited for family viewing for audiences across tier 1 and 2 cities,” she further adds.
Kejriwal says that she is most excited about bringing back Fawad Khan and Sanam Saeed with a new show and a completely new genre and concept of ‘magic realism’ – a first on Zindagi. “We could not have done this on TV where people are used to seeing them in a ‘Zindagi Gulzar Hai.’ That’s the fun of creating for OTT,” she states.
And there’s the math too! “We programme for the South Asian audience and South Asian diaspora. When we talk of OTT, we don’t talk of India alone, but the global market. There is a huge Pakistani diaspora that does not have a truly dedicated OTT platform of its own. Therefore, it becomes a low-hanging fruit for us. Our shows have a tremendous fan following among them,” she asserts.
Back to TV?
Kejriwal observes that even though OTT allows the freedom to experiment, the audience is becoming increasingly concerned about not getting lost in discovering content and surfing through it.
“Content discovery can be an overwhelming task, and I propose to make the discovery of Zindagi simpler. That’s where television comes in for me,” she notes. “This is not to take away from the medium, but while the independence OTT gives is amazing, the loyalty on TV is great. OTT has kind of consolidated our viewership across demographics. I hope that 2022 will also see me going back to my loyal audiences on TV.”
