ZEE Ganga is upping the ante on the Chhath festivity with back-to-back programmes to entice the Bhojpuri audience in Uttar Pradesh & Bihar.The channel will commence the holy occasion with the star-studded event Jai Chhathi Mayi, which will air on 30 October at 7pm. The day will also be marked by the consumer connect campaign titled Chhath Online Aaragh.
The channel has brought in a bundle of Chhath content this season; a fiction show titled Acharva Chathi Mayi Ke, a mega Chhath event titled Jai Chathi Mayi, and a unique on-ground initiative called Chath Online Aaragh. Furthermore, the channel will broadcast two days of back-to-back Chhath celebrations.
Jai Chhathi Mayi’s storyline has a post-pandemic backdrop in which a young man returns to his village with his fiancée, an orphan, to meet his parents. Upon reaching home, he faces strong opposition from his mother because of his fiancée’s family status. Worsening the situation is his father’s Covid-induced paralysis. Braving all odds, the young lady keeps her first ‘Chhath vratt’ for the well-being of her father-in-law. Aided by her would-be grandmother-in-law, her devotion impresses Chhathi Maayi, who heals the paralytic patient by divine intervention.
Besides on-air content, Zee Ganga will also launch Chhath Online Aaragh, an on-ground consumer connect campaign scheduled at the ghats of Ganges. Ensuring that the global Bhojpuri audience gets to offer prayers, the campaign will involve ZEE Ganga celebs, who will conduct rituals for Chhath puja on behalf of devotees who are unable to participate in the festivity on their own. Engaging viewers on-ground and digitally, this campaign will be conducted live from ZEE Ganga’s Facebook page.
Commenting on the Chhath-special line-up, Amarpreet Singh Saini, Chief Channel Officer, ZEE Ganga, remarked, “ZEE Ganga attends to every minute sentiment of our beloved Bhojpuri viewer base, and Chhath Puja hogs the spotlight amongst all Bhojpuri festivals because of the divine power of Chhathi Maayiaa. Chatth puja is no longer a regional festivity, as people from across the country take part in it. This year’s Chath is special, as it is happening after two years of pandemic. On this note, Zee Ganga ensures the biggest bonanza of celebration with hand-picked, relatable fiction shows, events, Chath roadblocks, on-ground events and a star-loaded offering that glorifies Bhojpuri culture, rituals, and spirits. With such a strong line up Zee Ganga will be engaging across age groups and social strata to ensure no one misses the grand Chath festive this year.”
