afaqs!

Colors launches yet another social drama with child protagonist

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | September 29, 2016
The makers say that 'Devanshi' will highlight fraudulent practices conducted in the name of devotion.

Viacom18's Colors TV will be launching another social drama led by a girl child protagonist. After its popular social dramas such as Balika Vadhu, Udaan, and Shakti, Colors' latest offering 'Devanshi' will also be based on a social issue. The show, slated to begin on October 3, will air every Monday-Friday at 7 pm, and will replace 'Thapki Pyaar Ki, which will move to the 6.30 pm slot.

Devanshi

An official statement describes Devanshi as a child who holds the power to give a soul to the universe, wings to the mind, and flight to imagination, because her intentions are as good as that of the universe. It adds that the show 'highlights the erroneous assertion of God-women which compels an innocent child to live through tumultuous relationships that will prepare her for the greater good'.

Manisha Sharma

Commenting on the launch of the show, Manisha Sharma, programming head, Colors, says, "Religious prejudice in the name of God and faith has created a void in our country's growth. With 'Devanshi', Colors mirrors this hard-hitting reality to present a novel and unexplored concept that puts the spotlight on fraudulent practices conducted in the name of devotion. Narrating a tale about a child and a God-woman, the show is in line with our endeavour to deliver well-meaning content while allowing us to experiment with our programming line-up."

Producer Sonali Jaffer from Full House Media, adds, "Devanshi emphasises on the underlying message of good versus evil. The story focusses on a seven-year-old girl, who is the universe's vessel to triumph over negative elements or a negative situation."

Elaborating on the story, Jaffer says, "Viewers will be shocked to see how the mindset of a young girl will reform the fate of many and dismiss those led astray by blind faith. While the story is based in a fictitious small-town called Jwalapuri, located in Haryana, we have gone to great lengths to ensure that the authenticity of the context and backdrop is maintained throughout the narrative."

While Kashvi Kothari and Karuna Pandey will play the leads, the show will also feature actors such as Ankita Sharma, Pankaj Vatia, and Aamir Dalvi.

To promote the show, Colors will run a marketing campaign across mediums including print, cable and DTH, radio, news channels, OOH, and cinema. The channel has also planned on-ground activations aligned with the Colors Golden Petal Club across multiple markets.

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