Zee TV is all set to launch a new primetime fiction show Aisi Deewangi ... Dekhi Nahi Kahin. Premiering on May 22 at 7.30 PM slot on Monday to Friday, the show is an action-packed love story of two young passionate souls, the dynamics between whom are more likely to develop into intense hatred rather than love. Based in the hinterlands of Gujarat, the story focuses on Tejaswani and Prem, but the epicenter of all the drama is Dharam Singh Rathod, Prem's father and a dreaded don of yesteryears. Tejaswani and Prem are poles apart in personality and come from diverse family backgrounds. With Tejaswini's father being an honest, upright, martyred cop, nothing between her and Prem could even be faintly similar. It is circumstances that result in them fiercely locking horns.
The show is supported by a high-decibel marketing campaign that will bring alive the concept through a thought mnemonic of ‘Deewangi meter’ across mediums – print, radio and outdoor. Digitally, the channel has collaborated with user-generated content website akkarbakkar.com to showcase 8 real life stories of love against all odds. On radio, RJ’s will engage the listeners with real-life, absolutely fun and uncanny deewangi stories and key markets will see interactive and distinct outdoor hoardings.
Deepak Rajadhyaksha, Deputy Business Head, Zee TV, said, “The show has all the essential elements of a complete entertainer with universal appeal, cutting across barriers of age, gender or class. We have a robust, innovative 360-degree marketing campaign to ensure optimum buzz around the show in its launch phase. Aisi Deewangi .. Dekhi Nai Kahin replaces our family drama Sanyukt at 7.30 PM, a show that was a differentiated concept on television with its lead pair being an elderly couple.”