Zee TV's new show raises voice against new-age dowry

The channel's upcoming fiction show, 'Service Wali Bahu', will air every Monday to Saturday at 6.30 PM beginning February 23, 2015

BestMediaInfo Bureau | Mumbai | February 16, 2015

(L-R) Akshara Singh, Ekroop Bedi, Pratichi Mishra, Atul Shrivastava, Vineet Kumar and Abhishek Rawat at the launch of Zee TV's new show Service Wali Bahu

Zee TV is all set to offer its viewers yet another story of hope & inspiration. In a day and age where we, as a society, may have seemingly progressed and abolished archaic traditions such as dowry, reality still bites in several parts of the country – where asking explicitly for dowry has merely made way for a more implicit quest on the part of boys' families for a 'Service Wali Bahu' – a career woman who can support her in-laws with a steady income post marriage. Zee TV's latest primetime offering brings to the fore this rampant phenomenon through the intriguing case of Payal Rai, caught in the trap of being a 'Service Wali Bahu' to her in-laws. The show is an attempt to curb this unhealthy approach towards marriage by creating awareness. Premiering on February 23, the show will air every Monday to Saturday at 6.30 PM.

Set in the small town of Jamshedpur, the show traces the journey of Payal Rai (Kratika Sengar) who defies the norms of a society where girls hardly, if ever, opt for higher education and step out to work. Fortunately for Payal, she has immense support from her family and makes her parents proud with her achievements. Payal truly embodies the true spirit and strength of every contemporary Indian woman – she's ambitious & yet has her family values intact. Having broadened her horizons through education and learning and managed to build a meaningful career for herself, Payal has a distinct vision about her husband and his family with whom she will spend her entire life! What will happen when a self-assured, super-achieving young woman crosses paths with a family that is consciously in search of a 'Service Wali bahu'? The show has been produced by Village Boy Productions.

Namit Sharma

Namit Sharma, Programming Head, Zee TV, informed, “'Service Wali Bahu' touches upon a subject not explored so far on Indian television. The objective of the show is to create awareness about an emerging trend in society. We want people to sit up and take cognizance of the fact that with all our progress as a society, dowry still hasn't truly been abolished – it has merely taken on a new form. Our endeavour is to encourage marriage with a healthy mindset and approach from both sides. It cannot be an alliance with the objective of financially exploiting an individual. Countless women across the country will be able to relate to Payal's journey of hope, determination and standing up to her in laws rather than letting herself be relegated to the role of a Service Wali Bahu. Through making people conscious of this increasingly rampant phenomenon, the show will raise a voice against it and foster the right attitude amongst people towards marriage.”

Raakesh Paswan of Village Boy Productions added here, “Working with Zee TV is like coming back to family as we've had a very gratifying association with our previous successes like 'Afsar Bitiya' and 'Dulhan'. While 'Afsar Bitiya' spoke of women's empowerment and the importance of education and a career for women, our new offering 'Service Wali Bahu' questions a mindset that looks to exploit a career woman for her ability to earn. The differentiated concept of the show and its treatment is aimed at making the audience sit up and question the motivations with which people approach marriage. We have a stellar star cast on board playing well-etched out characters...We are hoping that this show connects with the viewers with its thought provoking premise, compelling narrative and relatable circumstances.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com