Sony lines up 'Amita Ka Amit' in primetime slot from Jan. 14

Supported by an extensive print and radio campaign, the promos have been conceptualised by Leo Burnett

Shachi Tapiawala | Mumbai | January 9, 2013

Sony Entertainment Television along with Swastik Productions will present a new fiction show, 'Amita Ka Amit', starting January 14. The show will air Monday to Thursday in the 8:30 PM primetime slot. The promos of the show have been conceptualised by Leo Burnett and produced by Code Red Films.

'Amita Ka Amit' is a simple story in a Gujarati backdrop in Mumbai that narrates the life of Amita, an unassuming girl who dreams of an extraordinary life partner and a perfect 'sasural'. Immensely pampered by her parents, she hopes to receive the same love from her future in-laws too. But does the 'perfect boy' exist in reality, will destiny fulfil her wishes?

Vivek Bahl, Chief Creative Director, Sony Entertainment Television, said, “What makes 'Amita Ka Amit' stand apart is the simplicity of the narrative and the universality of the premise which is almost every Indian married couple's story. This simple yet relatable story will strike a chord with viewers as at some point in our lives we may have had expectations like Amita. The cast is fresh and the story is engaging. We look forward to the show being liked by our viewers.”

Gaurav Seth

The show will be promoted through a 360 degree media plan including radio, OOH, print online, auto branding and television spread over a period of one and a half months. Speaking about the marketing plans of the show, Gaurav Seth, Senior Vice-President - Marketing, SET India, said, “The show identifies a lot with young, urban women and the tagline 'Vivahik Chetavni' which is a key point of our communication strategy has been prominent through outdoor media and poster brandings. We are promoting the show through a multi-media mix but the crux of our promotional platform would be television. We have supported it by widespread print and heavy radio promotions.”

Considering the show being replaced by 'Love Marriage Ya Arranged Marriage', Seth added, “A show needs to be niche with a strong concept to be liked by viewers. I expect the show to do well but would not like to compare the two shows as every serial has a different potential.”

Shachi@BestMediaInfo.com

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