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MTV enters fantasy fiction with ‘Fanaah’

The new show is a unique love story which revolves around the lives of vampires, werewolves and humans in a supernatural setting. It will go on air on July 21, from Monday to Friday, at 6 PM

Sarmistha Neogy | Mumbai | July 7, 2014

mtv-fannah

After raising the sensuality level in your homes with Sunny Leone hosting Splitsvilla-7, MTV India is back with a new show titled ‘Fanaah - An Impossible Love Story’ in the fantasy fiction genre. The show, produced by Worldwide Productions, will go on air on July 21, from Monday to Friday, at 6PM.

Sumeli Chatterjee Sumeli Chatterjee

Fanaah is a unique love story which revolves around the lives of vampires, werewolves and humans in a supernatural setting. Commenting on this unique concept, Sumeli Chatterjee, Head, Marketing & Insights, MTV India, said, “The idea came to us after we finished the ‘Curious Minds’ study which was presented at the MTV Youth Marketing Forum. The findings from this study showed that the youth in our country are fond of love stories, but they themselves are not ready to commit in real life. However, they believe in the idea of eternal romance and love supernatural happenings. It was then that we thought of breaking the monotony in the genre, guided by the channel’s mission to ‘Kill Boring’, with Fanaah.”

Though the concept may be a new for MTV India, it was already tried and tested in 2010 when Star One, later rechristened Life OK, launched ‘Pyaar Kii Ek Kahaani’ with a very similar plot of a human-vampire love saga. The show, after running for 14 months, went off air.

When asked how Fanaah is different, Chatterjee explained, “This is for the first time in Indian fiction that there is no hero and villain concept. There are five protagonists and each of them has a good as well as a dark side which the audience will be able to relate to. The narration is done in an interesting way through frequent time lapses to infuse newness to the plot. The stars have been chosen looking at the 13-20 years target group of this serial.”

The power-packed star cast includes popular TV artists such as Karan Kundra, Rithvick Dhanjani, Ratan Rajput, Anita Hassanandani and Chetna Pande. The channel decided to launch Fanaah in a weekday 6 PM time band, as currently it has no show running in this slot. MTV has also confirmed that the new show will not be replacing any programme and has been initially slated for six months.

Vikas Gupta, Head – Programming at MTV India, said, “Love is a very strong emotion and with MTV Fanaah we really want to push the boundaries of what love can mean to different people and what one can achieve purely through the power of love. It’s a great story and we’re glad to have biggest and the hottest actors, who have a very strong, connect with the youth in India – like Karan Kundra and Rithvick Dhanjani essaying lead roles in the show. It’s a story about young people in love albeit in an extraordinary circumstances. Fantasy is the most successful as well as the most underrated genre and I’m sure the viewers will connect with our characters and enjoy the show immensely.”

“A 360 degree marketing plan has been chalked out for Fanaah. The digital activity has already kick-started when the teasers were launched in a unique leak video, featuring Karan Kundra biting a girl in a bar last month. The video went viral with more than 50,000 views and managed to generate lots of curiosity among the viewers. On the day of the launch, the channel will also unveil a parallel digital universe of supernatural on the MTV India website. A theatrical performance with the cast to promote the show has also been planned,” informed Chatterjee.

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