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Colors’ new issue-based show Molkki takes up the plight of sold brides

Chronicling the journey of Purvi, who is married to a widower twice her age but fights it all in her stride, Molkki will premiere on November 16 and will air Monday to Friday at 10 pm

Hindi GEC from Viacom18, Colors’ new show Molkki premiering on November 16 puts the spotlight on the issue of ‘sold brides’ known by the same name — Molkki. The show trails the journey and relationship of Purvi and Virender Pratap Singh, who are bound by this custom and find themselves in a transactional relationship.

Nina Elavia Jaipuria

Speaking about the launch, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV network Viacom18, said, “At Colors, we have always believed in the power of storytelling and the impact that it can create. Over the years, through powerful stories like Balika Vadhu, Udaan, Shakti and Barrister Bahu, we have highlighted pertinent social issues. Taking forth this tradition, we bring to you a family drama series set against the lesser-known custom of bride buying. Molkki will chronicle the journey of Purvi, who falls prey to this custom, is married to a widower twice her age but fights it all in her stride.”

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Manisha Sharma

Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, Viacom18, said, “Molkki is a love story that will break all boundaries and survive all odds. With this show, the aim is to continue giving our viewers a variety of entertainment with path-breaking concepts and engaging story plots.”

The show will be marketed across TV on network and non-network channels of Viacom 18 in the Hindi-speaking markets. It will be marketed across the digital space, especially on social media where the channel has created a ‘Colors Golden Petal Club virtual event’ to attract people.

There will also be a ‘Brides for Sale’ campaign, which will be a social experiment to induce curiosity among the viewers. The channel will also use print media for display ads to remind the audiences about the show on the launch day.

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