Sony to launch fiction show 'Desh Ki Beti...Nandini' in primetime slot

The show premieres on October 7, and will be on-air Monday-Thursday at 9 PM. It replaces 'Chhanchhan'



Sohini Sen | Mumbai | October 3, 2013

Sneha Rajani (extreme left) and the star cast of Desh Ki Beti Nandini on the launch press conference. Click on the image to enlarge.

Sony Entertainment Television (SET) has decided to strengthen its primetime slot with a new fiction presentation – Desh Ki Beti...Nandini. To go on air from October 7, 2013, the show will be seen on Sony Monday to Thursday at 9 PM.

Desh Ki Beti...Nandini replaces 'Chhanchhan' on Sony. As a matter of fact, the former show was taken off air in early September owing to low TRPs. Sony decided to make Amita Ka Amit and Jee Le Zara of 45 minutes each to fill the gap.

"Let's say our previous show, Chhanchhan, didn't do too well. And we needed to replace it, and Nandini was the right thing at the right time," said Sneha Rajani, Senior EVP and Business Head, SET.

Incidentally, this is not the first time that they have extended some of their shows to fill a vacant slot in their programming. In 2011 also, after a successful season of KBC, Sony decided to extend two of its shows – Dekha Ek Khwaab and Kuchh to Log Kahenge to 45 minutes each till a new show was launched.

Kirti Nagpure aka Nandini

Nandini's story is that of a simple, middle class, selfless and socially aware girl who exemplifies kindness and humanity. Coming from a nuclear family – with parents and siblings in tow – Nandini is the sole breadwinner of the family. On the other end of the spectrum is Rajvir Raghuvanshi, a confident, young, wealthy scion of a prominent political family. His mother, Gayatri Devi, another important character, has ambitions of seeing Rajvir have a brilliant political career. However, Rajvir is musically inclined and has no political ambitions. The lives of the two unlikely protagonists – Rajvir and Nandini – change as their paths converge and make for the saga.

"We wanted to show that a girl, a woman, a lady can not just handle the household but can also just as brilliantly handle the political situation of a country. She can tackle any situation if she wants to. And I hope and wish that this show inspires people to do that much," said Rashmi Sharma, Producer, Rashmi Sharma Telefilms.

While Kirti Nagpure essays the role of Nandini, newcomer Rafi Malik will make his debut as Rajvir. Gayathri Devi's character would be portrayed by Sujata Sehgal and Suhasini Mulay will play Ambika Raghuvanshi.

"Basically the idea is to ensure that the character catches on with the aam-sadharan ladki. We have to see some attributes of her. The promo campaign will ask viewers the question, do you think it's possible? That someone who runs the family can actually run the country? The television campaign has been running for quite a period of time. We have had teasers and we have introduced the family as well as the Raghuvanshi family. Even on radio we have continued with the questions, something like 'Cooks like a food minister, and when required becomes the home minister. Do you think it is possible?' We are linking concepts. We don't want this to be an overtly political show because it is not. At the root of it is the story of a common girl who somehow ventures to find her way into the world. Kirti needs to be upfronted as the main protagonist," pointed out Gaurav Seth, Senior VP and Head of Marketing at SET.

Sohini.Sen@BestMediaInfo.com

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