Life OK replaces 'Amrit Manthan' with 'Gustakh Dil'

By Prachi Srivastava , afaqs!, Mumbai | In Media Publishing | July 30, 2013
Gustakh Dil will be aired Monday to Friday at 7.30 pm, starting August 5. The show is being produced by Ravi Ojha Productions.

Life OK, the second Hindi general entertainment channel from the STAR Network stable, will launch a new fiction show titled Gustakh Dil on August 5.

Gustakh Dil

 Ajit Thakur

The show will replace Director's Cut Productions' Amrit Manthan at the 7.30 pm slot. The show was launched in February, 2012 and will wind up on August, 2. The channel believes the show has reached its logical end.

Gustakh Dil is being produced by Ravi Ojha Productions and will compete with Star Plus' Saraswatichandra, Zee TV's Sapne Suhane Ladakpan Ke, Colors' Sasural Simar Ka and Sony's Khubsoorat.

Gustakh Dil portrays the life of Laajo, a smart village belle who is the other woman to her own husband, Nikhil. The husband is madly in love with his childhood sweetheart Ishana. Starring Sana Sheikh, Vibhav Roy and Parvati Sehgal, the show gives a different twist to a conventional love triangle.

Talking about the objective of the show, Ajit Thakur, general manager, Life OK, says, "Life OK, as a channel always aims at giving the viewer more variety. Disruption has always been a key thrust for us at Life OK and with Gustakh Dil we're aiming to bring out the other side of a love triangle. We constantly try to show things from a different perspective and it has been our endeavour to build characters that audiences can relate with."

Besides taking the conventional methods of marketing such as outdoor and television, the channel has invested in the digital space as well. "We have Laajo, the protagonist, maintaining a blog. This is being promoted through digital and radio. We are also using Twitter to initiate discussions. To cite an example - on the day of the promo launch, we promoted the hashtag '#wifeistheotherwoman' and this trended across India on that day," adds Thakur.

The promos give a feel that it's about an extra marital affair. Talking about how the conservative Indian audience will accept the show, Thakur avers, "The promo is actually posing a question as to 'Why, unlike other women, is Laajo accepting being the other woman?' We put a lot of thought into our promos. We want to invoke emotions into our audiences and eventually come and witness Laajo's journey and try and understand her reasons for being the other woman."

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