Zindagi unveils its first original non-fiction show, 'Shukriya'

Premiering on August 9 at the 8.00 pm slot, the reality show will see ordinary people expressing their gratitude to their loved ones

BestMediaInfo Bureau | Mumbai | August 6, 2015

Zindagi steps into unchartered territory as it launches its first non-fiction show, 'Shukriya ', a unique concept wherein ordinary people will express their gratitude to their loved ones. Produced by Frame Productions, the weekly show will premiere on August 9, 2015 at the 8.00 pm slot. Zindagi has roped in Nerolac and Kuka as sponsors for the show.

Speaking on the show's concept, Priyanka Datta, Business Head, Zindagi, said, “I think this is something long overdue. The US and Canada celebrate Thanksgiving Day. We're not saying that there should be a Shukriya Day in India; it should be part of our day to day lives. If you look at Indians, we are far more emotional, far more grounded, we believe in family values and relationships. Shukriya is thanking someone in a very happy phase. You bond with somebody in a positive light the minute you say Shukriya. The show is all about promoting and advocating these little things that we sometimes take for granted. It only takes a few minutes to bring a smile on someone's face. That is what 'Shukriya' is all about.”

 While the show is being produced by Frame Productions ('Dance India Dance', 'Nach Baliye' fame), Datta reveals how 'Shukriya' is a collective effort.

“We had been ideating on the various things that we want to do and we gradually roped in certain partners to think of ideas. So, I would say that this ('Shukriya') is a co-created effort, something that we've built together,” Datta said.

Speaking on the challenges, especially on treading on people's personal space, she remarked, “It is not a case of convincing people to come to the show nor are we getting into their private space. Our basic thing is that Zindagi is here to provide a platform for you to do what you want to do. There are people who've written to us wanting to express their gratitude to their loved ones, requesting us to come and shoot with them. At no time have the participants said anything that they didn't want to say.”

Marketing strategies

Datta informed that on the the digital front, the channel had started a movement called #Shukriya . “There are three digital films, all about thanking your loved ones, not restricted to one's blood relations. Two of these films have already been released and we've got close to 79 lakh views. We've also spread the word aggressively on social media platforms such as Facebook, YouTube,” Datta added.

Promotion on radio

Zindagi has tied up with Big FM as the radio partner. “We have all the RJs across their 24 markets talking about 'Shukriya' and thanking the unsung heroes,” she further said.

Zindagi, which primarily airs Pakistani content, is now opening its doors to Indian productions as well with the launch of 'Shukriya'. As reported earlier, the channel will see the launch of as many as five new fiction shows in the coming months, some of which are likely to be Indian productions.

Info@BestMediaInfo.com

Info@BestMediaInfo.com