Zee TV launches primetime fiction show 'Phir Subah Hogi'

Premiering on April 17, the show takes the 9.30 PM slot from Monday to Friday

BestMediaInfo Bureau | Delhi | April 18, 2012

Though women in India have made a name in various fields like corporate finance, politics, IT and arts amongst others, injustice towards women is still a ground reality. A glaring example is the 'Bedia' tribal community in the Bundelkhand region of India. It is a tribe known for the beautiful 'Raai dance'. But over the years, this dance form that was originally meant as a reverence to God turned out to be detrimental to a woman's dignity with the ritual of 'Sar Dhakaai'.

Set against a custom that's deep-rooted in India, Zee TV's new primetime offering, 'Phir Subah Hogi' traces the journey of a young woman from the Bedia tribe who discovers this harsh reality hidden beneath the song and dance and wanting to break free to lead a dignified life away from this barbarism.

Premiering on Tuesday, April 17, at 9 30 PM, Phir Subah Hogi is the story of Sugni born in the Bedia tribe. Young Sugni is clear that she will not follow her mother's footsteps and if she dances, she will do it only for God. Sugni's refusal to do the 'Raai' dance and participate in the ritual of 'Sar Dhakaai' shifts the ground beneath her family. Sugni's journey is special because she made a choice, and what makes her stand apart is that she dares to fulfil her impossible dream because no one in her community has dared to think of independence or of a relationship which is not need based but love based. To her love means care and concern and not sharing a bed for a few nights, that a man is not a just a master or a visitor by choice but a support for a lifetime. Sugni is a free spirited and bold woman of today whose will to survive against all odds will prove to be a beacon of hope and inspiration to many.

Sukesh Motwani, Fiction Programming Head – Zee TV, said, “Zee TV has always portrayed issues that are socially relevant. Taking our channel's core sentiment 'Umeed se Saje Zindagi' forward, we bring to you a reality which is prevalent and practiced even today. Phir Subah Hogi is a story that blows away the cliché that life has to stop because of dark customs and traditions. The saga like treatment that has been given to the show will make for pleasant TV viewing as well as highlight the plight of women in this community. It's an inspiring, invigorating and informative way of storytelling that will entertain family audiences. It's our endeavor to spread awareness about an evil tradition and help build a better society for those women who are victimised under the guise of age-old customs and traditions like the Raai Dance.”

To spread awareness about such practices and sensitise the 'aam junta' towards such evil customs, the channel has decided to promote the show heavily online. To engage more and more viewers, especially the youth, the channel plans to start a bloggers outreach programme where they will reach out and speak directly to people who can influence the viewers. The influencers could be celebrities, journalists, activists from NGOs.

The next initiative is to create social movement via open letters and blogs. The channel also intends to create a viral movement which will aim at creating a call for action for viewers. The channel will gratify every user who lends support to this cause and help spread awareness about this issue.

The sets of the show have been recreated on the outskirts of Mumbai across a sprawling three-acre land. Produced by Panglosean Entertainment, the show boasts of a huge, talented cast. Two veteran actors making a return to the small screen are Varun Badola and Narayani Shashtri. The show will also star Nimay Bali, Ravindra Mankani, Sikander,Jaya Binju, Jyoti Gauba, Garima Srivastav, Anushree Batla, Rajlaxmi and Ankit Arora in central roles. Gulki Joshi plays the lead protagonist, Sugni and the very dashing Anuj Sachdev has been roped in to play the character of Aditya Babu, opposite Gulki.

Said Narayani Shashtri (who plays the role of Gulabia, Sugni's mother), “When I first heard the story, the narrative itself was so gripping that I jumped at the opportunity of playing the role of Gulabia. It's a story of finding hope under testing situations. The story brings to light the heinous crime of exploitation of women in the name of customs and rituals, problems which are often difficult to gauge as this usually shrouded in ambiguity. Also, after doing 'Piya Ka Ghar' and 'Mamta' on Zee TV earlier, this feels like homecoming.”

Said Varun Badola (who plays the role of Vikram Singh), “I started my career with Zee TV and I always look forward to work with the channel as it has given me some of my biggest hits. I was mesmerised after reading the concept of the show and consider myself very lucky to have bagged the role of Vikram Singh. I hold women in the highest regard and hence it will be extremely challenging for me to play this role. Phir Subah Hogi is shaping into a very interesting show. It's not about scheming saas' and conniving daughters- in-law. It's a topic which is raw, fresh and never before seen on Indian television and it will definitely strike a chord with every viewer.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com