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Colors Marathi launches ‘Project KYC- Know Your Child’ study for new show ‘Aai Mayecha Kawach’

The study was conducted in parts of Maharashtra to study parent-child relationship

As part of the marketing activity for its latest show ‘Aai Mayecha Kawach’, Colors Marathi has conducted a research- ‘Project KYC- Know Your Child’ in the state of Maharashtra.

The channel for the first time is launching a story which speaks about a single mother – daughter relationship, their learnings and journey. The show will focus on the current issues being faced by parents and children.

The research was conducted in different metro and non-metro pockets which includes – Mumbai, Pune, Akola, Kolhapur, Solapur, Mumbai and Thane region. 

The research was conducted by Sixth Sense Global and will be a go – to handbook on all things for marketers and custodians. It will provide a comprehensive overview of parent - child relationship pertaining to Maharashtrians.

The quantitative study covers the parent-child relation and the parameters which affect it such as parent-child bond, trust, communication and financial needs.

The study was conducted across regions to understand the behavioural patterns of different demographics- boys vs girls, metro vs non-metro, below 18 years versus above.

Study conducted in the metros and small cities of Maharashtra revealed some intriguing insights on the parent-teenager relationship.

Aniket Joshi, Business Head, Colors Marathi, said, “2021 is a year which changed many things on personal and professional front for many people, this is also the contributor to the changes in the relationship. This research is pivotal which will help us to add the value in creative front. Parent and teen relations are ever changing, and this research will help in the long run for show messaging and will help the brand to develop strong bonding with audience.”

Viraj Raje, Programming Head, Colors Marathi, said, “We all know one of the purest bonds in this universe is that of a mother-child. Her unconditional love for her child is irreplaceable. However, in today's world, we see that this bond is rapidly changing, whether it is between a mother and a son or a mother and a daughter. This shift can be attributed to a variety of factors in our society. As a parent or a child, we never noticed this problem or what is missing in the relationship. To study this most important aspect of the Parent-Child relationship, Colors Marathi conducted a KYC study across Maharashtra for the first time, which will also help us on the creative front."

Aai Mayecha Kawach is the story of a single mother and her journey to connect and really know her daughter, whom she thinks she knows. The show promises a unique concept showcasing mother–daughter relationship, drama and a healthy dose of realism about the journey of parenthood.

The show is the journey of a self-respecting, disciplined mother and her daughter and compromises of mysteries. It will be interesting to see what happens in the life of mother and daughter that changes their life completely.

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