Zee TV's plans light-hearted show for weekends

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | August 28, 2014
Titled 'Neeli Chhatri Wale', the show will air every Saturday and Sunday at 8 pm, from August 30.

Zee TV, the flagship Hindi GEC from Zee network, is launching a fiction show for its weekend line-up. The show, titled 'Neeli Chhatri Wale', is a light-hearted show revolving around the life of Bhagwan Das, the protagonist who has the privilege of meeting and befriending God.

(L-R) Namit Sharma, Ashwini Dhir, Bhagwan Das, Bobby, Shivaye, Dadaji and the kids at the launch of Zee TV's Neeli Chhatri Wale

The show follows the life of this quintessentially common man based out of Kanpur, constantly torn between his personal and professional life. Forever bullied either by his wife and father at home or his boss in the office, Das is always at the receiving end of flak. His kids are ashamed that he works as a salesman at 'Titu Underwear and Baniyan' and his wife constantly compares him to their neighbour who is better off in life.

And then one day out of the blue, a handsome young man toting a blue umbrella emerges in front of him ... a man only he can see ... a man who embodies God. The show is produced by Ashwini Dhir and will air every Saturday and Sunday at 8 pm.

Namit Sharma, programming head - Zee TV says that "'Neeli Chhatri Wale' delves into a subject so universal that it's bound to appeal to viewers, cutting across demographics. It is Zee TV's initiative towards creating a differentiated weekend slot with original programming for the entire family." Sharma hopes to take viewers on a fascinating journey of self-discovery with this show.

Comments Dhir, "The proposition of meeting God has always excited man. While most look at it as an opportunity for wish fulfillment, our show highlights how a relationship with God isn't just about that ... That God isn't here to merely deliver miracles, but to question the way you think and get you to do some soul-searching."

'Neeli Chhatri Wale' is being aggressively promoted by Zee TV, using a media mix of print, radio and a comprehensive television plan, comprising a bouquet of channels spread across genres. A three phase digital campaign has been planned to engage with digital audiences. The first part started with the introduction of #MyInnerVoice, sparking off conversations in the digital space about the moment when people felt most tuned into their inner voices.

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