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COLORS launches Balaji telefilms - Chandrakanta - A magical tale of love, passion and revenge

By afaqs! news bureau , afaqs! | In Media Publishing | June 22, 2017
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With Naagin-2 coming to an end, COLORS is all geared up to keep its viewers glued to their screens with a magical tale of love, passion and revenge - Chandrakanta. Promising to be a visual treat and every fantasy lover's delight, Chandrakanta will showcase an epic power struggle between two rival Aiyaar kingdoms, Vijaygarh and Suryagarh.

The tale will revolve around kingdom Vijaygarh's lost princess, Chandrakanta portrayed by Madhurima Tuli, whose family kingdom was won over by Naugarh's evil queen, Iravati played by Urvashi Dholakia. While the entire family was believed to have been wiped out, Chandrakanta, an infant was found in a river by a fishing Aiyaar couple in the kingdom of Suryagarh. Chandrakanta, produced by Ekta Kapoor's Balaji Telefilms, will premiere on 24th June and air every Saturday and Sunday at 8pm.

Raj Nayak

Commenting on the launch of the show, Raj Nayak, COO - Viacom 18 said, "For two back-to-back seasons Naagin has enjoyed the status of being a favorite of the viewers. It's their confidence in our content that has allowed us to explore this genre further. The recent success of costume dramas and fantasy offerings not only on television but also in films is a testimony that our viewers have evolved, and is willing to explore different narratives. We are thrilled to collaborate with Ekta Kapoor's creative intellect yet again to showcase a unique rendition of a story which, though has been narrated before, leaves a lot of scope for creating a cohesive viewing experience."

The story further follows Queen Iravati's son Prince Veerendra Singh, played by Vishal Aditya Singh, being smitten by the beauty of the grown up Chandrakanta. Replete with magic and adventure, the love saga is expected to be a visual treat with its intricately designed sets and costumes. Designed by National Award winning Art Director, Chandravadan More, the sets are spread across an area of 32,000 square feet in Mumbai's Filmcity. Oozing regality and magnificence, the sets are sure to get the viewers in awe. Costume designer, Sameera Ahmed's carefully planned colors, and designs are expected to take the magical realm experience up by a notch.

Speaking about the new fiction offering, Manisha Sharma, Programming Head - COLORS said, "As a channel, we are committed to bringing viewers a variety of entertainment - be it Naagin, now Chandrakanta or the upcoming Mahakaali that makes for edgy yet pacier story telling as compared to the daily fiction dramas. The success of Naagin tells us that viewers still have a huge appetite for this genre and with Chandrakanta, we are scaling up every aspect of the show and making it as spectacular and thrilling as ever. True to the ethos of the channel that offers differentiated content, be it weekdays or on the weekend - we hope that this enchanting story will be enjoyed by the audiences as much as Naagin was."

Producer Ekta Kapoor from Balaji Telefilms further added saying, "Chandrakanta is a very special show for us and it has very big shoes to fill. That said, we were filled with excitement over the prospect of creating this show. The plot is gritty, complex, passionate, and is laced with top class VFX which will transport the viewers into alternate reality. We hope that Naagin's ardent viewers and voracious fantasy-fiction aficionados enjoy watching Chandrakanta and support this mammoth venture."

Chandrakanta Image

Along with Madhurima Tuli, Vishal Aditya Singh, and Urvashi Dholakia, Chandrakanta will feature an ensemble cast including actors Shaad Randhawa, Shilpa Sakhlani, Sandeep Ranjora, Prerna Wanvari, Nirmal Soni, Shruti Golap, Sayyad Mohammad Iqbal, Purvi Mundada, Amit Sinha, and many more.

The spellbinding saga of Chandrakanta and Prince Veer is being promoted by a 360-degree marketing campaign by COLORS. The campaign runs across different mediums including print, television, radio, OOH, ATL and BTL activations. The channel has also come up with an unconventional digital campaign called #ChandrakantaKiDuniya - a 360-degree video of Chandrakanta's magical world, #MyMagicalLoveStory - a viewer engagement initiative asking viewers to share their respective love stories in micro-fiction format, a fan e-book, and Facebook canvas, and a mix of 3D GIF images, video bytes and behind-the-scenes sneak peek posts.

Premiering on 24th June, the show is expected to dazzle the viewers with its visual effects and grandeur sets. Promising to be a visual treat already, the show is also expected to be a fantasy lover's delight. With an interactive campaign, it has already created quite a buzz.

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