Colors has opened the 7pm early prime time slot on weekends, with the launch of Mahakaali: Anth Hi Aarambh Hai, starting July 22. Last year, the channel had redefined the weekend 8pm slot with the launch of fantasy series Naagin, which went on to become the most watched show on Indian television.
The channel had recently launched Chandrakanta at the weekend 8pm slot, replacing Naagin earlier this year.
With this, the channel will be extending the weekend primetime slot. The show traces the epic story of Goddess Parvatiâ€™s metamorphosis into Maa Kaali, a fierce shakti who is misconstrued as an all-consuming destroyer. Produced by Siddharth Kumar Tewaryâ€™s Swastik Productions, the show will have actors Pooja Sharma and Sourabh Raaj Jain in the lead roles of Kaali and Shiva.
Manisha Sharma, Programming Head, Colors, said, â€śWith a show like Mahakaali, we are extending the weekend primetime to depict the story of Indian mythologyâ€™s most feared and revered Goddess. We at Colors pride ourselves in great storytelling. Todayâ€™s Indian woman is fierce and unstoppable, but she doesnâ€™t realise her own power and potential unless faced with adversity. Mahakaaliâ€™s story is our attempt to inspire women to know their true worth.â€ť
A tale of self-realisation tracing the circle of justice, Mahakaali: Anth Hi Aarambh Hai focuses on bringing evil to its rightful end, to make way for righteousness and positivity.
Producer Siddharth Kumar Tewary from Swastik Productions said, â€śGoddess Kaali has a deep purpose which is often overlooked and scarcely understood. We have worked tirelessly in creating a magnificent canvas which does justice to her ferocity and underlines the core reason of why she came into existence and how is it relevant to the viewers today. We are utilising high-end VFX and prosthetics to highlight the fantastical element in the story, in keeping with the mythological era. Intense research has led us to the ideal depiction on-screen, and we hope that the viewers like Mahakaali as much as they have supported Karmphal Data Shani.â€ť
Along with Sharma and Jain, Mahakaali: Anth Hi Aarambh Hai will feature actors including Falaq Naaz as Goddess Saraswati, Nikita Sharma as Goddess Laxmi, Akash Kumar as Lord Brahma, Gagan Kang as Lord Indra, Abhaas Mehta as Shumbh, Danish Akhtar as Nishumbh, and Arjit Lavania as Nandi among many others.
To promote Mahakaali: Anth Hi Aarambh Hai, Colors has devised an extensive 360-degree integrated marketing campaign. Mahakaaliâ€™s lavish sets have been erected in Umbergaon and Gujarat. Spread over an area of more than 15 acres of land, the sets and costumes reflect the true opulence of the era. The costumes have been created to project the brutal aggression of Maa Kaali. Through high-end prosthetics, various characters have been given intricate looks which bring alive their other-worldly personas and digital plan involving different mediums such as print, television, cinema, radio, OOH and others. The channel has also planned a series of ATL and BTL promotional activities to create a top-of-the-mind recall among target audiences.