Star Plus launches new fiction show ‘Veera – Ek Anokhi Ma’
Premiering on October 29, the show will replace ‘Pratigya’ and will be telecast Monday to Friday at 10.30 PM
In its endeavour to keep exploring multifaceted relationships, Star Plus has come up with another show on brother-sister bonding, ‘Veera’. The channel already has a show on sister-sister relationship titled ‘Ek Hazaaron Mein Meri Behna Hai’. Premiering on October 29, 2012, ‘Veera’ will replace ‘Pratigya’ and will be telecast Monday to Friday at 10.30 PM.
Nachiket Pantvaidya, General Manager, Star Plus, said, “With this show, we are being true to our line of ‘Rishta Wahi Soch Nayee’, and we want to have the same deep rooted relationship that we have built over the years. This show is about a new thought – Anokhi Ma – where a brother plays a mother’s role for his sister since childhood. This show has been shot outdoors in Punjab which is bound to give a refreshing feeling to viewers.”
Set in Punjab, the show is expected to add fresh eyeballs in North India and hence the marketing campaign will be mainly focused in Punjab, Haryana, Delhi and Mumbai. Nikhil Madhok, VP -Marketing, Star Plus, said, “Instead of pitching it as a regular brother-sister story, the show brings a new element to viewers. So our marketing campaign is around the line of the show which is ‘Anokhi Ma’. On the occasion of Bhai Dooj, which is two weeks after the launch of the show, we are doing an interesting on-ground activation to celebrate this relationship.”
On the mediums being used for the marketing campaign, Madhoksaid, “We will be soon launching an outdoor campaign in Delhi and Mumbai besides a strong presence in print to build up to the launch. We are using local cables in Punjab to reach out to the audiences. In the wake of digitisation, we have a strong presence on digital platforms like channel 100 on Tata Sky and loading pages on digital cable. We will have strong presence on web also. A digital activation will be launched around Bhai Dooj.”
Through Veera, Star Plus aims to challenge the set formula of TV programming by thoughtfully showcasing a brother-sister bond that is rarely highlighted and isn’t frequently talked about. Actors Bhavesh Balchandani and Harshita Ojha will play the roles of Ranvijay and Veera. Sneha Wagh, Sudhanshu Pandey and Yajuvendra Singh will also be a part of the cast. Veera has been produced by Beyond Dreams and has been directed by Waseem Sabeer.