Colors unveils a new note on family relationships with 'Swaragini'

The channel has chalked out a comprehensive campaign for the new show that premieres on March 2, which includes on-air promotions, outdoor media and digital initiatives

BestMediaInfo Bureau | Mumbai | February 26, 2015

Colors has announced the launch of their new serial, 'Swaragini', which narrates the story of two warring neighbourhood families in Kolkata. The show tells the story of Bose and Gadodia families with diverse value systems. 'Swaragini' is set to hit the airwaves starting March 2, 2015 and will air every Monday to Friday at 9.30 pm.

Swara and Ragini, the daughters from these two families, have distinctly different personalities shaped by their upbringing. 'Swaragini' is a journey of how Swara and Ragini discover their true identities and hold on to their family ties and ideals in a fractured and un-cordial environment, which is a result of a conflict in the past. Whether they will be able to bridge the ever-widening divide between their families is, what the serial will explore.

To promote the show, Colors has chalked out a comprehensive 360-degree marketing campaign that includes on-air promotions, outdoor media, communication strategies and extensive digital initiatives. The campaign aims at driving concentrated engagement with the consumers via various mediums so as to create maximum buzz and eyeballs for the show.

Speaking about the launch of 'Swaragini', Manisha Sharma, Programming Head, Colors, said, “Drama and entertainment are two essentials of a television offering, which make for a gripping watch. As we venture into unchartered territory while exploring the fresh backdrop of Kolkata in 'Swaragini', our focus remains on creating a narrative that will enthral viewers. The legendary divide between different cultures and their subsequent dysfunctional relations are at the helm of Swaragini's storyline. The show will be premiering in the 9.30 pm primetime timeslot, which will bring the tale featuring real and identifiable characters suitable for family viewing.”

'Swaragini' has been shot in locations across Kolkata, including Howrah Bridge, Victoria Memorial, tram lines between Kidderpore and Dalhousie, Kalighat Mandir, Millennium Park, Dakshineshwar Kali Temple and multiple more locations that showcase the cultural mix that Kolkata offers. To ensure that the authentic feel of Kolkata trickles through the entire show, a special set has been designed in Mumbai, which recreates Kolkata and brings alive the different nuances which the make the city a truly delightful treat for viewers.

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