Sony takes a new track in saas-bahu relationship with 'Ekk Nayi Pehchaan'

The show will launch on December 23 in the 8.30 PM slot, and is expected to redefine 'saas-bahu' serials

Sohini Sen | Mumbai | December 19, 2013

The entire starcast of Ekk Nayi Pehchaan

Sony Entertainment Television (SET) has decided to alter the way the world looks at saas-bahu serials. With their new property, 'Ekk Nayi Pehchaan', Sony will be looking at redefining the relationship between a mother and daughter-in-law.

Debuting on the channel on December 23, Ekk Nayi Pehchaan would be telecast Monday to Friday at 8.30 PM. Produced by Jay Mehta Productions, the show is the official adaptation of the popular Gujarati play 'Sharda', scripted by renowned writer Varsha Adalja.

“The story is about the bond between two women. It talks about the beautiful relationship between a mother-in-law and a daughter-in-law in a positive light. It will hopefully break the cliches that surround the saas-bahu relationships. It will obviously also have a social message on education,” said Kinnari Mehta, from Jay Mehta Productions.

The show revolves around Sharda Modi and her daughter-in-law Sakshi as they grow to become each other's strength. Sharda, played by Poonam Dhillion, is a simple housewife who has not been educated. But with the help and support of her daughter-in-law, she is able to overcome obstacles and come out with her own identity. This new drama will star Krystle D'souza as Sakshi. The other key characters will be essayed by Sooraj Thapar, Karan Sharma, Ankita Bhargava and Namish Taneja.

Sneha Rajani, Senior EVP and Business Head, Sony Entertainment Television, said, “At SET, it is our constant endeavour to offer variety and novelty to our audiences by focusing on relatable themes, identifiable characters and empowering stories. Ekk Nayi Pehchaan is a contemporary, relatable and inspiring story which stands for female empowerment, hope and happiness.”

The show will be exploring the world of two different women who share similar characteristics, in spite of being from two different generations. It is also a refreshing change from the way saas-bahu relationships have been looked at in the past. While educating Sharda, Sakshi gives her the confidence and strength to become more than just a doormat in the house. Sharda, in return, shares her wisdom and teaches Sakshi virtues required to keep the family together.

“There will be drama, might not be the fights between the saas-bahu that have been done, seen and expected. The drama will come from the challenges these women face and the family faces, and from being perceived as less than worthy. Is it a woman-centric show? Yes. It will also have an inherent love story between Sakshi and Karan. While I believe the primary characters are women, it is certainly not content that men would not enjoy or enjoy watching,” added Gaurav Seth, Senior VP and Head of Marketing, SET.

The show will be marketed heavily across different channels and medium. The on-air campaigns have been very well received. Sony has introduced the characters and shown how they complement each other and encourage each other. “Across print, outdoor, television and digital, our entire idea has been showcasing this new bond which will also speak about the empowerment through education plan which Sony plans to take strongly forward. As they continue to pitch the show in the marketplace, the channel will start focusing on empowerment and literacy for women and would be undertaking several initiatives in this direction. We want to walk the talk," added Seth.

Sohini.Sen@BestMediaInfo.com

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