Sony gets a Balaji show, ‘Khwaish’, on air

The show starts July 16, 2007 and will run from Monday to Thursday at 7.30 pm

The popularity of Balaji shows might be declining, but they are still a good bet for general entertainment channels. And Sony Entertainment Television is making use of that.

The channel hopes to revive its early prime time with a Balaji show, ‘Khwaish’, which will be aired at 7.30 pm Monday to Thursday from July 16.

‘Khwaish’ is drama with the punch of a love story. It revolves around two Indian Muslim families based in Dubai, and it is targeted at female viewers aged 15-34.

Sony gets a Balaji show, ‘Khwaish’, on air

The story unfolds with Afreen, a young girl from one of the families, falling in love with Kabir from the other family. Afreen is supportive to her family and is looked upon as the ‘son’ to her father. Kabir is a smart yet simple, down-to-earth man. Afreen and Kabir get married and live happily until tragedy strikes and Afreen has to marry Kabir’s younger brother, Azaan.

The character of Afreen is played by Priya Ashok Bathija and Kabir is played by Sumeet Sachdev.

The show is being promoted pan-India through a 360-degree marketing initiative by Leo Burnett. The media mix includes print, radio, outdoor advertising and television. There will also be lot of off-air promotion activities to coincide with the show’s launch.

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