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COLORS extends weekend primetime slot with mythological drama
Mahakaali: Anth Hi Aarambh Hai

By Isha Dara , afaqs! | In Media Publishing | July 24, 2017
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The magnum opus uncovers Parvati's epic transformation into Indian mythology's primordial Goddess.

A taut narrative combined with superior production quality - COLORS' Mahakaali; Anth Hi Aarambh Hai extends the weekend primetime slot for the channel with compelling content that caters to the audience's entertainment needs. Committed to championing and propagating content highlighting tenacious women, Mahakaali: Anth Hi Aarambh Hai traces the primordial epic story of Goddess Parvati's metamorphosis into Maa Kaali, a fierce shakti who is misconstrued as evil and all-consuming.

The magnum opus features Pooja Sharma and Sourabh Raaj Jain in lead roles of Maa Kali/ Parvati and Mahadev respectively. A tale of self-realisation tracing the circle of justice, this mythological drama focuses on bringing evil to its rightful end, to make way for righteousness and positivity, further taking viewers on a journey through ancient Indian mythology to reveal what makes Goddess Kali untameable and limitless.

Speaking about the new mythological offering, Manisha Sharma, Programming Head - COLORS said, "We are excited about bringing forth trendsetting shows like Naagin which ruled the rating charts and the mystical Chandrakanta that has shown great promise. Now with a show like Mahakaali, we are extending the weekend prime-time to depict the story of Indian mythology's most feared and revered Goddess. We, at COLORS, pride ourselves in great storytelling. Today's Indian woman is fierce and unstoppable, but she doesn't realise her own power and potential unless faced with adversity. Mahakaali's story is our attempt to inspire women to know their true worth."

Mahakali Colors

Mahakaali will capture the many struggles that Parvati (Pooja Sharma) will experience as she accepts her fate as the merciless Maa Kaali and her 10 forms, Dasham-Mahavidya. And, helping her along this journey will be her husband, Mahadev (Sourabh Raaj Jain). In his Shankar avatar, he will be Parvati's biggest support system and guide.

Producer Siddharth Kumar Tewary from Swastik Productions said, "Bringing alive the mystic imagery of Maa Kaali for the television viewers is no ordinary feat. Goddess Kaali has a deep purpose which is often overlooked and scarcely understood. We have worked tirelessly in creating a magnificent canvas which does justice to her ferocity and underlines the core reason of why she came into existence and how is it relevant to the viewers today. We are utilizing high-end VFX and prosthetics to highlight the fantastical element in the story, in keeping with the mythological era. Intense research has led us to the ideal depiction on-screen, and we hope that the viewers like Mahakaali as much as they have supported Karmphal Data Shani."

Along with lead actors Pooja Sharma and Sourabh Raaj Jain, the show will feature a stellar cast including actors Falaq Naaz as Goddess Saraswati, Nikita Sharma as Goddess Laxmi, Akash Kumar as Lord Brahma, Gagan Kang as Lord Indra, Abhaas Mehta as Shumbh, Danish Akhtar as Nishumbh, and Arjit Lavania as Nandi amongst many others.

The upcoming show is being promoted through an extensive 360-degree integrated marketing and digital plan that will be executed across different mediums such as print, television, cinema, radio, OOH, etc. The channel has also planned a series of ATL and BTL promotional activities to create top-of-mind recall amongst its target audiences.

The show is likely to set new standards in terms of content shown on television - with its powerful story of the ultimate Goddess Shakti. It is expected to succeed in its attempt to inspire women to realise that they are unstoppable and that adversities are only a means to realise the worth within. Produced by Siddharth Kumar Tewary's Swastik Productions, this mytho-drama will premiere on 22nd July 2017 and air every Saturday and Sunday at 7:00 PM on COLORS.

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