'Jodha Akbar' makes way for 'Tashan-e-Ishq' on Zee TV from August 10

To be aired at the 8 pm time slot, the show's launch comes close on the heels of the much-hyped premiere of 'Ek Tha Raja, Ek Thi Rani' on Zee TV recently 

BestMediaInfo Bureau | Mumbai | August 5, 2015

Zee TV is all set to premiere its new fiction show, 'Tashan-e-Ishq', on August 10, 2015. The show replaces 'Jodha Akbar' in the 8 pm time slot. The show's launch comes close on the heels of the much-hyped premiere of 'Ek Tha Raja, Ek Thi Rani' on Zee TV last month.

Set in Punjab, 'Tashan-e-Ishq' is the story of a bubbly Punjabi girl Twinkle, played by Jasmin Bhasin, who drives away every prospective groom until she meets Yuvraj (Zaid Imam). The problem though is their two warring mothers, played by Vaishnavi MacDonald and Eva Grover. There's a twist in this love story with the entry of Kunj Sarna (Sidhant Gupta).

The show is produced by Zee TV's in-house production, Essel Vision Production.

Pradeep Hejmadi

Speaking at the launch, Zee TV Business Head Pradeep Hejmadi, said, “In terms of consumer activation or intensity of launch, 'Tashan-e-Ishq' is getting equal importance as 'Ek Tha Raja, EK Thi Rani'. It's not as though from an on-air push point of view, 'Tashan-e-Ishq' is getting any less push. 8.00 pm is a very important slot to us, and we're not going to let it slip from our fingers. 'Ek Tha Raja..' is a show which is set in a particular era, and it was important for us to mount it with a particular grace that would to do justice to the show. Given its context, it came across as very glamorous show.”

Throwing light on the digital promotion for 'Tashan-e-Ishq', Hejmadi said, “The heaviest focus is through on-air. We're firing across all Hindi speaking markets. We are not doing too much on-ground (promotions), but are very active on the digital front. We have targeted youngsters differently through the digital medium. We have released creatives uniquely through the digital medium. We have targeted the older segments as well.”

He further said, “What we have done is we've tweaked the messaging to make sure that the viewer connect is very strong with Twinkle. At the same time, we didn't leave the family behind as was evident through our Tashan contest. When we wanted to target the youngsters, we took the romance trip. That's the kind of balancing we've done to make sure that we covered both the segments.”

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