Viacom18’s Hindi GEC Colors is coming up with a drama series, Pavitra Bhagya, highlighting the complexities of three connected lives as they cross each other's paths by the stroke of destiny. Produced by Balaji Telefilms, the show will premiere on March 2 and air every Monday to Friday at 10 pm.
He is a 28-year-old free-spirited person who loves his freedom, Reyansh. She is a righteous girl who is always protecting her broken heart, Pranati. And then there is a feisty eight-year-old who has learnt to be street smart, Jugnu. Tracing the journey of these three will be Pavitra Bhagya.
Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, said, “At Colors, we always aim to present stories and characters which are immersive, imaginative and intriguing. With Pavitra Bhagya at 10 pm slot, we present to viewers a distinctive portrayal of relationships in today’s modern world. The unusual journey of three characters will definitely strike the right chord with the audience and further strengthen our weekday fiction line up.”
Reyansh (played by Kunal Jaisingh) is a rich, flamboyant boy who doesn’t believe in committing to relationships. Pranati (played by Aneri Vajani), is a girl with solid middle-class values and high morals. The one time she decides to let her heart lead the way, she falls in love with Reyansh but eventually is left scarred and broken. Eight years later, oblivious to the existence of her child from Reyansh, she decides to move on, but destiny has other plans in store for her. Unknowingly, she crosses path with her daughter Jugnu (Vaishnavi Prajapati), who she thought she had lost while giving birth. Jugnu who like a firefly finds light in the darkness has over the years learned to emerge stronger from everything that life has put her through in an orphanage.
Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment at Viacom18, said, “Love often comes with complexities and what can add to it is a broken past. With Pavitra Bhagya, we present to viewers the journey of not one but three central characters who they will strongly connect to. Pranati’s calm and composed yet strong nature will make viewers fall in love with her, Jugnu’s hardship will be an inspiration and Reyansh’s attitude will be a reminder of a young and carefree life. Colors and Ekta Kapoor has time and again created magic on the small screen, with this beautiful portrayal of love and relation, we are looking forward to another successful inning.”
Ekta Kapoor, Producer, Balaji Telefilms Ltd., said, “With Pavitra Bhagya, our aim is to narrate an intriguing story of three individuals divided by circumstances but brought together by fate. Challenging status quo and shattering stereotypes, Pavitra Bhagya will showcase a story of how a child becomes instrumental in bringing two people together. The show will feature myriad shades of characters that are nuanced and relatable. We had a great time conceptualising the show and are certain that the journey of each of these characters will keep the audience intrigued and engrossed.”
Pavitra Bhagya cast includes Kunal Jaisingh, Aneri Vajani and Vaishnavi Prajapati in the lead. The supporting cast includes Sherrin Varghese who plays Reyansh's father, Vibha Chibber as dadi Baljit Kaur. Accompanying them are Ajay Chakraborty as Praniti's father and Ruma Rajni as Pranati's mom.
The launch will be supported by a robust marketing plan which includes television, print, DTH, cinema, and digital. On the digital front, the channel has designed a series of interesting activities to engage with the viewers. Focussing on the show’s concept, an Instagram predictor filter will be introduced to predict destinies. This will be based on the predictions that are related to the theme of the show, promoting it in a digital first and fun way. Additionally, a series of videos with Woodstock Witch, a tarot reader will also be introduced to tell people about their zodiac’s bhagya for the week.