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Colors adds another costume drama to its weekday primetime

Titled Dastaan-E-Mohabbat Salim Anarkali, the upcoming show has got Dabur Red Paste as its presenting sponsor and MDH Deggi Mirch as the powered by sponsor. The channel has planned an integrated 360-degree campaign that will play out larger-than-life promos both across the network and on other broadcast channels

In a new addition to the costume drama series, Colors has brought one of the most popular love stories of Indian history to life in Dastaan-E-Mohabbat Salim Anarkali.

The upcoming show has got Dabur Red Paste as its presenting sponsor while MDH Deggi Mirch is the powered by sponsor. The show will premiere on October 1 at 8.30 pm and will be telecast from Monday to Friday.

It is the tale of the Mughal prince Salim (Shaheer Sheikh) and the kaneez Anarkali (played by Sonarika Bhadoria) who challenged the norm and chose to fight for their love. Shahbaz Khan essays the role of Akbar, Gurdeep Kohli Punjj plays Jodha and Aruna Irani as Hamida Begum, while a few other faces will be Piyush Sahdev, Tasneem Sheikh and Parvati Sehgal. The show is produced by Writers' Galaxy.

Art director Omung Kumar, Manisha Sharma, Chief Content Officer Hindi Mass Entertainment at COLORS, Anirudh Pathak, Producer and Creator at Writers Galaxy, Sonal Kakkar, Fiction Head at COLORS

Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, Colors, said, “Set against the historical backdrop, the show recounts the epic love story of prince Salim who is in love with a kaneez, Anarkali. The society’s disdain for this forbidden love coupled with his father Akbar’s animosity makes Salim not only a rebel but also ready to relinquish the throne, thereby making this tragic tale a compelling story. We have roped in some fine actors like Shaheer Shaik, Sonarika Bhadoria, Gurdeep Kohli Punjj and Aruna Irani among others to play these larger-than-life characters. This unique narrative on Colors is sure to grip the viewers as it is a portrayal of an era that we have grown up both watching and reading about. It’s time to retell this evergreen love saga for this generation.”

Anirudh Pathak, Producer and Creator of Dastaan-e- Mohabbat Salim Anarkali, Writers Galaxy, added, “The show brings in the dynamism of the Mughal Era and will depict the courtship of Salim and Anarkali. With advanced technology and great creativity, we are looking forward to give our audience a brilliant cinematic experience. Keeping in mind the grandeur of the show, we have the best team on board to help reflect this version of history that has greatly been written about.”

The channel has planned an integrated 360-degree campaign that will witness an extensive play out of larger-than-life promos both across the network and on other broadcast channels. Across HSM, the historical will be brought alive through billboards while the daastan of love will be heard on radio as well. For print, there will be tune-in ads on the day of launch. Furthermore, an Imaarat-e-Ish, which is a beautiful monument, has been constructed in Delhi that doesn’t just tell the tale of love but listens too. Through this activation, the attempt is to find India’s biggest Daastan-E-Mohobbat.

Taking over the Mumbai Metro Stations, key locations will be branded and will witness the era come alive with an Anarkali Dance Flash Mob/ Mughal Arch Gates and branding. Tapping an unconventional medium of traditional clothing boutiques, Colors has also branded boutiques with the show creatives in Delhi.

On the digital front, the channel has planned a high buzz activity on social media platforms like Facebook and Zapr, a 360-degree tour to bring audiences the spectacular sets, a dedicated Salim Anarkali photo gallery and a motion graphic post.

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