Zee TV launches weekend fiction 'Neeli Chhatri Wale'

The show will air every Saturday and Sunday at 8 PM from August 30. A mix of comedy and drama, the story urges viewers to listen to their inner voice

Sarmistha Neogy | Mumbai | August 27, 2014

In an attempt to strengthen its weekend programming, Zee TV has announced the launch of a new fiction property – 'Neeli Chhatri Wale' – which will air every Saturday and Sunday at 8 PM from August 30, 2014. After the success of its fiction shows 'Kumkum Bhagya' and 'Jamai Raja', the channel has come up with another new concept which urges viewers to listen to their inner voice.

The story is about a common man named Bhagwan Das who is torn between his personal and professional life. He is bullied by his boss, wife, father, and his kids are also ashamed of his profession. He is always at the receiving end of all criticism and is the butt of jokes. Then one day, a man with a blue umbrella emerges in front of him, a man named 'Shivaye' whom only he can see. The serial is a light-hearted drama which highlights the relationship of Bhagwan Das with God. For a change, you won't see a halo around this God; he is projected as a smart, contemporary youth, a man who puts Bhagwan Das in touch with his inner voice.

Just like the plot, the cast of the show is also very interesting. Critically acclaimed Bollywood actor, Yashpal Sharma, who is known for his mind-blowing performances in Hindi movies like 'Lagaan' and 'Hazaaron Khwaishein Aisi, will be playing the role of the protagonist, Bhagwan Das. Veteran actor Mithilesh Chaturvedi will be his Bauji and Gujarati theatre actress Disha Salva will be seen as his nagging wife. Himanshu Soni will be essaying the role of Shivaye.

Namit Sharma

Namit Sharma, Programming Head, Zee TV, said, “The main aim behind launching 'Neeli Chhatri Wale' on Saturday and Sunday is to create a new texture of programming and also a new set of audience who will come to the channel to consume the latest weekend fiction property. Historical data show that there has been an increase of non-fiction shows during the weekend, but our attempt would be to marry both genres of programming – fiction and non-fiction – and wrap it beautifully to grab eyeballs and in turn ratings for the show. The USP of this property is that it is a unique comedy and drama story which involves two best friends – one of whom is a common man and the other a god. It is a story of this common man and his family with every episode imparting moral lessons to the audience.”

Pradeep Hejmadi

Elaborating on the marketing strategy, Pradeep Hejmadi, Business Head, Zee TV, said, “We are aggressively promoting it using a mix of print, radio, television and digital mediums. As it is an audio visual property, print will be used only on the day of the launch, and it will be followed by the other mediums after that. A three-phase digital campaign has started to increase the level of engagement. The first part of the digital campaign which is #MyInnerVoice aims to strike conversations in this space about the moment when people felt most tuned into their inner voice. People can also put questions to Shivaye and whole idea is to make God accessible to one and all by spreading the message of 'Listen to your #InnerVoice.”

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