Sab TV gears to launch new show 'Krishan Kanhaiya' on June 29

The show portrays the relationship between an atheist canteen manager, Kanhaiyalal, and Lord Krishna. Meanwhile, Sab TV will be seen launching more new shows during the year

Aanchal Kohli | Mumbai | June 17, 2015

In India, where God and worship is a personal choice and open to interpretation, Sab TV's new offering, 'Krishan Kanhaiya', is a witty take on this belief through the eyes of the protagonist – Kanhaiyalal. The show goes on air on June 29 at 10.30 pm.

Produced by Garima Productions, 'Krishan Kanhaiya' is a lighthearted show portraying the ever confused and infuriated life of an atheist canteen manager, Kanhaiyalal. His persistent call outs and questions to Lord Krishna prompt the divine being himself to enter his life in various forms to solve Kanhaiyalal's struggles and answer his questions, attempting to bring peace in his life. Siddharth Arora, who plays Krishna, will be seen at the receiving end of incessant questions for God, his existence and his ways by Nikhil Ratnaparkhi, who essays Kanhaiyalal.

Kanhaiyalal firmly believes that he is a self-made man and God has nothing to do with him or his accomplishments. Whenever in doubt, nothing stops him in disputing the reality of God by dragging him to explain situations every now and then. The ever obliging God that Krishna is, always appears out of nowhere to resolve his queries immediately by adding a funny twist and thereby teaching him a new lesson every day.

Anooj Kapoor

Anooj Kapoor, Senior EVP & Business Head, Sab TV, elaborated, “Our new show, 'Krishan Kanhaiya', will present a unique story between common man, that is, Kanhaiyalal and God, that is, Krishna. In our day to day lives, we encounter instances wherein we wish and seek out reasons behind the causes of certain situations. In this show, Krishna will be seen in a contemporary avatar and will create circumstances which automatically answer such questions posed by Kanhaiyalal while imparting wisdom to the viewers. The show fits in well with our brand principle of 'Differentiation through Innovation' and we hope audiences love and appreciate this offering too.”

He added that an aggressive marketing promotional campaign has been implemented for the launch of 'Krishan Kanhaiya', with insertions across major publications such as Jagran, Hindustan, The Times of India, etc.

A 360 degree approach, delving into mediums across cable, DTH, multiplex, outdoor, Radio and social media will be seen as part of marketing strategy for this show launch. The promotion will not only be done on home channel but also on a mix of other channel genres.

Kapoor further said, “We will be looking at launching more shows to further strengthen our weekday and weekend slots and will be announcing the same from time to time.”

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