Big Magic, the flagship Hindi general entertainment channel from the Reliance Broadcast Network stable, is set to launch a new show that aims at re-creating the Arjun and Krishna equation from the Mahabharat.
The channel has roped in veteran director Raman Kumar for the creative flow, while BIG Productions is the production house and renowned television actor Satyajit Sharma in the lead. The show is a slice of life show with a positive life message at the end of each show.
Starting December 22, the show will air every Monday to Friday at 8.30 pm. Since the channel is positioned as a comedy channel, Sab TV's Taarak Mehta Ka Ooltah Chashma is supposedly the biggest rival of the show at this time-slot.
According to Uditanshu Mehta, creative director, BIG Magic, the show is backed by intensive research. The channel found out that shows based on faith, festivals, fantasy, family and familiarity work very well in the Hindi speaking markets.
"Backed with research and audience feedback and with an aim to bring forth clutter breaking content in humour, Bal Gopal Kare Dhamaal will highlight the unique relationship between God and a common man without being preachy. Staying true to our tagline, 'Chatpata Har Pal', Bal Gopal, will decode a multitude of issues through a friendly lens of satire and humour that will ensue hilarity and rib tickling laughter across age groups," Mehta states.
The show will appeal across age groups, the channel said. "Kids would love it for the character of Bal Gopal and the "dhamaal" on the show, while elders would like it because they find the Bal Gopal character endearing and the character of Sharmaji very relatable."
On the marketing of the show, Shalini Gupta, CMO, Big Magic said that the show will be marketed across television (on the network channels as well as cross-network promotions), radio and on-ground activities, print and cinemas. The marketing spend will be focused on core markets of UP, Madhya Pradesh, Rajasthan and Punjab.
The creative agency on board for Big Magic is Grey Worldwide India aand the media agency that works with the RBNL channel is Group M's MEC.