Hindi GEC Azaad all set to launch new show 'Kasturi'

Azaad, the Hindi general entertainment channel, is set to launch ‘Kasturi’, a story inspired from the life of Padmashri Rajkumari Devi, popularly known as ‘Kisan Chachi’.

It shows the story of a village girl, who broke conventional myths with her spontaneous grit and determination to become independent, self-supportive and a big crusader of social change.

The show is based in a village near Patna and will showcase how a young Kasturi lives her journey from living with her parents, younger sister and grandmother to adjusting to post marital issues and becoming an independent farmer and teaching new farming techniques to other farmers which got her the coveted Padmashri Award.

Anooj Kapoor, Chief Content, Creative and Consumer Officer at Azaad, said, “We are excited about the launch of Kasturi which is an inspiring story of how a village belle in extremely adverse conditions, not only achieved financial independence though farming, a first for a woman; but she also learnt and taught innovative cropping techniques to other farmers, helping them as well to prosper. We have tried to tell the story through a slice of life narrative with both bitter and sweet moments woven together.”

The show has been produced by Ideaz Pictures, founded by Rajeev Singh. The character of the show’s protagonist, Kasturi, is played by Tammanna Deepak, runner up of the show ‘India’s Best Dramebaaz’ in 2016. 

Kasturi will air on Azaad from Monday to Saturday at 8.30 pm.

The show will also stream on MX Player.

As per Beginnen Media, over the past year Azaad has built a runway to launch new shows with rural values and heart touching stories.

Bharat Kumar Ranga, Managing Director, Beginnen Media also claimed that “Azaad has grown its market share in the last couple of months and is here to stay. We have witnessed a 110% growth in female viewership and 67% in rural market between March 2022 and May 2022.”

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