Colors launches new primetime fiction show 'Kasam Tere Pyaar Ki'

Premiering on March 7, the show takes 10 PM slot on Monday to Friday

BestMediaInfo Bureau | Mumbai | March 2, 2016

Love is the purest of all bonds – one which transcends all boundaries; one which has no limits or restrictions and no other creative mind to showcase such a story than Ekta Kapoor. This new show is all set to show the love story of a man who has been waiting for his love for more than a generation. Celebrating, eternal love going beyond lifetimes while bringing fate to its knees, Colors brings to you 'Kasam Tere Pyaar Ki'.

The show will replace 'Meri Aashiqui Tum Se Hi' from March 7 at 10 PM on Monday to Friday.

A tale of star-crossed lovers Rishi (Ssharad Malhotra) and Tanushree (Kratika Sengar) highlights the connection between their souls since childhood; but the vagaries of destiny pull them apart. With the focus on these lovers who pine for one another even after fate rips them apart, the show, produced by Balaji Telefilms, will take viewers on a whirlwind journey into the altruistic love story of Rishi and Tanushree.

?Elaborating on the story, Manisha Sharma, Programming Head, Colors, said, “Kasam is basically a story between the parents belief in the 'kali temple' that a girl (Tanushree) is very good for our boy (Rishi). The reason being, if anything goes wrong in the Rishi's life, Tanushree will keep him away from all evil.”

She further adds, “In the mean time, Rishi goes to Australia and becomes a spoilt brat. While his father in India still hopes that he will come back and get married to Tanushree, Tanushree loses her parents and Rishi doesn't come to meet her. The story takes a leap when Tanushree moves to her greedy father's brother's house after her parent's death. The story then takes a turn when Rishi and Tanushree start knowing each other only to Rishi's dismay when she dies saving his life.”

Sharma further details, “From here on, Rishi becomes cynical. An astrologer then tells him that Tanushree will take rebirth to find true love. And what happens next is something to watch.”

Commenting on the launch of the show, Sharma, said, “Love has universal appeal; it needs no language to reach out to the hearts of viewers across age groups and geographies. Colors has always had a penchant for love and romance, and with Kasam…Tere Pyaar Ki, we are showcasing the epic narration of love between Rishi and Tanushree over lifetimes. The show further marks the strengthening of our relationship with Balaji Telefilms, with whom we have delivered path-breaking content time and again. Their proficiency at depicting the various shades of love has made them master story-tellers with a strong hold on the pulse of the audience's hearts.”

Set against the Punjabi background in present day Mumbai, Kasam Tere Pyaar Ki recounts the journey of an impudent 20 year old Rishi who falls head over heels in love with a simple Tanushree but hardens in the face of loss and separation over time. The show traces Rishi's journey as he fights fate and destiny to keep the love of his life, a humble and optimistic Tanushree, by his side. Rishi and Tanushree's meeting is legendary – it is written by the heavens; their relationship planned by their souls long before their eyes made contact. However, a brutal turn of events brings fatality to their lives even before their dreams of being together could be realized.

Speaking about the show further, Kapoor said, “The show redefines every known shade of love. It explores a deep-rooted connection between souls, binding Rishi and Tanushree's hearts from childhood and continuing, across lifetimes, long after destiny separates them. The show instils freshness through its intensity of emotions, which combined with a distinctive backdrop, will find appeal amongst romantics and convert non-believers. The show's scale and production quality further adds to the authenticity of the concept thereby creating a belief system around the perpetuity of love.”

Commenting on portraying Rishi's multi-dimensional character, Malhotra said, “I have always believed in love; it is all-encompassing with the power to infuse strength into every individual. Kasam…Tere Pyaar Ki achieves just that for my character, Rishi. It's a multi layered role which is a dream for any character.”

Adding further, Sengar, essaying the role of Tanushree, said, “Kasam…Tere Pyaar Ki is all about the power of love; its ability to shine through in the toughest situations and extending into eternity. For us, the show has been a journey of passion as we delve into our hearts to showcase the powerful sentiments felt by Rishi and Tanushree. I hope that the viewers feel the love that we're trying to portray on screen and support us wholeheartedly.”

The cast includes actors like Vijay Kashyap as Raj Singh Bedi (Rishi's father), Vibbha Chibber as Rano Bedi (Rishi's mother), Vishnu Sharma as Virender Khurana (Tanushree's father), Jyoti Gabba as Sharda Khurana (Tanushree's mother) and many more.

Speaking about the marketing, Sharma said, “On the marketing front, we will be using a 360 degree approach from print to radio to OOH and digital. We will be using all the platforms.”

Sharma said, “Right now there is no such love story running on television and that is the differentiator. Ekta being good at love stories is doing this show as well.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com