Colors brings three shows to further ramp up the content

Pushing the boundaries of evening primetime further and to give a new dimension to the weekend reality programming, Colors has announced the launch of three shows. The channel is putting the spotlight on bolder and edgier content and all set to present two extreme shades of love with its upcoming dramas – Tu Aashiquii and Ishq Mein Marjawan.

Starting September 24 at 12.00pm, the channel is launching a live interactive game show “Aunty Boli Lagao Boli”. Developed and conceptualised by Viaan Industries and promoted by Raj Kundra and Shilpa Shetty Kundra, the show is powered by chasebid.com.

On bringing forth this unique proposition for the television viewers, Raj Nayak, Chief Operating Officer, Viacom18, said, “At Viacom18 we strive to raise the bar of reality shows on Indian television; the audiences have witnessed and appreciated our successful shows like Rising Star and IIFA. With Aunty Boli Lagao Boli, we will be accentuating the concept of a live show by gamifying it. At Colors, our endeavour has always been to push the envelope with newer formats and concepts, thereby redefining the television watching experience of the viewers.”

“Aunty Boli Lagao Boli” is a live interactive game show with a unique concept where viewers can bid live for a new car from the comfort of their homes via the chase-bid app or website www.chasebid.com. The person who places the lowest unique bid will see his picture, name and location live on Colors TV. The bidding rules are such that the lowest unique bid with two decimal places wins a brand new car. The game show is hosted by Auntyji Archana Puran Singh and her crew who entertain the audience through ready wit and humour. The show will also have host of celebrities every week to keep the audiences and viewers engaged.

Meanwhile, produced by Guroudev Bhalla Productions, Tu Aashiquii will air at 7.00 pm while Ishq Mein Marjawan, produced by Beyond Dreams Entertainment, will air at 7.30 pm, starting September 20.

Manisha Sharma

Manisha Sharma, Programming Head, Colors, said, “As the early prime time viewership is on the rise, Colors is reinventing the prime-time slot at 7pm and 7.30pm with two new edgy and youthful love stories. Set against a musical milieu, Tu Aashiqui is a story where the female protagonist, Pankti, is a victim of her mother’s materialism and Ahaan, our hero wants to save her against all odds. The other show, Ishq Mein Marjawan, is a revenge drama with a biggest twist. The viewers will keep wondering who is the murderer – Deep or Arohi? We believe both these shows will add variety to the Colors bouquet of offerings along with shows like Shakti...Ek Ehsaas Ki, Udaan and Karmphaldata Shani.”

She further added, “The narrative of both shows is quite fast and engaging keeping the discerning viewers in mind. With this, we are also taking one of the longest running shows on Indian television, Sasural Simar Ka to the earlier 5.30pm time band. Bhaag Bakool Bhag, Kasam tere Pyaar Ki and Savitri Devi College and Hospital are also being shifted to the early prime band.”

With the music industry as its backdrop, Tu Aashiquii is a rebellious love story where relationships and emotions withstand the power of money. The show chronicles the lives of Pankti, caught in a web of greed woven by her mother Anita (Gauri Pradhan). Fate brings her to the doors of an affluent Jayant Dhanrajgir (Rahil Azam) but it is Ahaan’s love which brings her indeterminable hope.

Shot extensively in the hills of Shimla and Manali, Ishq Mein Marjawan is a deceptive love story between its protagonists, Deep Raichand (Arjun Bijlani) and Aarohi Kashyap (Aalisha Panwar), built on a foundation of lies, treachery and malevolence. While their love for each other is undeniable, it is upheld by broken dreams and betrayal. Even as Deep leaves Aarohi heartbroken and destroyed with incurable wounds, he beguiles Aarohi further with nowhere to go, except towards vengeance.

To promote both the shows, Colors has devised an extensive 360-degree integrated marketing campaign incorporating different mediums and touchpoints. The channel will also promote both shows across digital and social media platforms with engaging campaigns to generate positive conversations amongst the target audience.

Commenting on Aunty Boli Lagao Boli, Raj Kundra, CMD, Viaan Industries said, “Viaan Industries Limited is excited to present to the television audience India’s first live game show to be aired from September 24 on India’s leading entertainment channel Colors TV. I would like to thank Raj, who really is a visionary for this tie-up. It’s a first-of-its-kind live game show format in India where the audience has an opportunity to take home a brand new car every week. On the back of this show we are launching a new exciting website and app ‘Chasebid’ where people can bid 24/7 and buy brand new products at up to 90 per cent off their retail prices.”

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