Marketing Initiative

COLORS premieres Choti Sarrdaarni - A powerful tale of a relentless Bahadarni

By Debashish Chakraborty , afaqs!, Mumbai | In Media Publishing
Published : July 01, 2019 06:00 PM
The story is weaved around Meher's journey of motherhood while overcoming challenges with determination and strength.

Motherhood comes with its own set of complexities. While the challenges faced by women are considered to be a part of their existence, what we all forget is the unprompted efforts and sacrifices made by them. In spite of the hardships imposed by culture, society, familial responsibilities, today they have risen above these harsh realities and emerged victories. One such tale of a true Bahadarni is COLORS' new offering Choti Sarrdaarni. The show sketches the life of Meher, who overcomes challenges and fights fearlessly to become an invincible mother. Produced by Cockcrow and Shaika Entertainment, Choti Sarrdaarni premieres today and will air every Monday-Friday at 7:30 pm.

The story is based in the heartland of Punjab's Sardool Garh and revolves around the life of Meher Dhillon (played by Nimrit Kaur), a level headed Punjabi girl who dreams of a perfect life with, Manav (played by Hitesh Bhardwaj), the one she loves. But life takes an unexpected turn when she loses Manav as a result of the circumstances created by her mother, Kulwant (played by Anita Raj). Left alone to fight the challenges of motherhood, she then meets Sarabjit Gill, (played by Avinesh Rekhi), who himself is a single father. With his support, Meher combats her fears, challenges the odds and comes out bold and fierce - protecting her family and standing true to her title of Choti Sarrdaarni.

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Speaking about the launch, Nina Jaipuria, Head, Hindi Mass Entertainment and Kids TV network Viacom18, said - "COLORS is committed to championing and propagating stories of tenacious women through shows like Shakti...Astitva Ke Ehsaas Ki, Udaan and now with Choti Sarrdaarni. Through this show, we want to celebrate the spirit of every woman who has been through tough times but has come out stronger. It is an ode to all those women who have empowered themselves and played a prominent role in protecting and shaping the future of their families."

Resonating similar sentiments, Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment said, "Choti Sarrdaarni is a story presented through the lens of a girl, who persists against all complexities of life, breaks stereotypes and paves the path to become a strong woman and moreover a stronger mother. Courage is a woman's strongest armor and if we draw inspiration from our inner self, we can achieve anything and Meher's story will remind everyone of just that. The viewers will relate to Meher's struggles and her valor as she finds happiness, embraces motherhood and becomes a Bahadarni."

Rajesh Ram Singh, Producer, Cockcrow said, "The show captures the transformation of Meher from being a young girl to a brave Bahadarni. It is a story of a real woman and how she achieves her true worth by eliminating all odds. The show is set against the colorful backdrop of Punjab and we will have various elements that will take the viewers into the by lanes of its gifted cities. We have been shooting extensively in and around Amritsar to bring out the true flavor and culture of the city."

Actor Nimrit Kaur essaying Meher's character said, "I feel honored to be giving my acting career such a wonderful start by portraying a character as impactful as Meher's. She strives to build back her life after falling apart several times and does so gracefully while achieving remarkable feats. She transitions from a simple girl into a Bahadarni - a shield of her children and family. The narrative of the Choti Sarrdaarni is very heart-warming and Meher's character seemed to be a perfect fit as I am a Punjabi and it was a sweet coincidence to be playing a Sardaarni in the show. I am very excited about this new chapter of my life and looking forward to it."

Avinesh Rekhi playing Sabarjit Gill commented, "I will be essaying the role of a politician, Sarabjit, who is a single parent and a loving husband. He meets Meher at a crossroad but accepts her with open arms and gives a new meaning to her life. I take immense pride in the fact that I will be the first lead actor to sport turban on television with this show and I hope that I am able to carry it off with absolute grace and respect. The concept of Choti Sarrdaarni is very promising and comes with a powerful message and I am certain that the audience will love me in this new avatar."

Anita Raj portraying Kulwant Kaur said, "My character in the show, Kulwant, is Meher's mother who is an authoritative Sarpanch and an ambitious woman. She wants Meher to get married to Sarabjit in a bet to find inroads into the political system and fulfill her longstanding dream of becoming a politician. It's a very strong and interesting character and I am enjoying playing the part of Sarpanch Kulwant Kaur in the show. The concept of Choti Sarrdaarni is very fresh and highlights different shades of a woman that will resonate with the audience..

Hitesh Bhardwaj playing Manav Sharma said, "I am essaying the role of Manav Sharma who is deeply in love with Meher. He comes across as a tough person but also has an emotional side too especially when it comes to matters of the heart. Meher is the centre of his universe and his love for her is unconditional. I am elated to be a part of the show that is backed by a strong concept and exceptional storyline."

To create awareness about the show, the channel has created multiple marketing activities. Leveraging the outdoor activation, the channel has reached the masses at the grassroot level with Choti Sarrdaarni branded Chabeel vans. These vans will rove around the busy streets, interiors, markets and high footfall areas of Punjab and NCR distributing packaged rose flavored lassi known as Verka. The LED screens placed on the vans will display the show's promos. Also, a bike rally of Sarrdaarni's dressed in the traditional attire will follow the vans accompanied by dhol beats bringing alive the theme of the show. Additionally, as a part of the digital initiative, the channel along with Jam8 will also launch an upbeat music anthem celebrating the spirit and swag of true Sarrdaarni's featuring the lead of the show, Nimrit Kaur along with Punjabi artist Sara Gurpal. To increase engagement, a contest has also been organized by the show in which viewers can tune in to the show between July 1-5 at 7.30 pm and the winners will be felicitated with an all-expense paid trip to Singapore.

Embark on Meher's journey of becoming a Choti Sarrdaarni starting today at 7.30 pm and every Monday-Friday at 7:30 pm only on COLORS.

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