Mumbai : This March, Hindi GEC Colors joins hands with Rashmi Sharma Telefilms to present an all-new television offering, Swaragini, which is set in the milieu of culturally rich Kolkata.
The show narrates the story of two warring neighborhood families – the Bose and Gadodia families with diverse value systems. Swara and Ragini the daughters from these two families have distinctly different personalities shaped by their upbringing. Swaragini is a journey of how Swara and Ragini discover their true identities and hold onto their family ties and ideals in a fractured and uncordial environment which is a result of a concealing past. Whether they will be able to bridge the ever-widening divide between their families is, in fact, the question of the hour.
Swaragini is set to hit airwaves starting 2nd March, 2015 and will air every Monday to Friday at 9:30 PM on COLORS.
Speaking about the launch of Swaragini, Manisha Sharma, Programming Head – COLORS, said, “Drama and entertainment are two essentials of a television offering which make for a gripping watch. As we venture into unchartered territory while exploring the fresh backdrop of Kolkata in Swaragini, our focus remains on creating a narrative that will enthrall viewers. The legendary divide between different cultures and their subsequent dysfunctional relations are at the helm of Swaragini’s storyline. The show will be premiering in the 9:30 PM primetime timeslot which will bring the tale featuring real and identifiable characters suitable for family viewing.”
Swaragini has been shot in authentic locations across Kolkata including Howrah Bridge, Victoria Memorial, Tram Lines between Kidderpore and Dalhousie, Kalighat Mandir, Millennium Park, Dakshineshwar Kali Temple and multiple more locations that showcase the cultural mix that Kolkata offers.
To ensure that the authentic feel of Kolkata trickles through the entire show, a special set has been designed in Mumbai which recreates Kolkata and brings alive the different nuances which the make the city a truly delightful treat for viewers.
Commenting on her brand-new television venture, producer Rashmi Sharma from Rashmi Sharma Telefilms, said, “Swaragini is a family-driven show with real characters who together narrate a story of inter-cultural family conflicts and how they can be overcome. With cast from varied cultures, our focus has been to recreate the real-life Bengali-Marwari divide to further build relatability among viewers. Kolkata is a melting pot of cultures and this is the first time that we are shooting here. Every bit of our experience has been enriching and we hope that the audience enjoy our narrative through the eyes of our protagonists.”
To promote the show, COLORS has chalked out a comprehensive 360-degree marketing campaign that includes on-air promotions, outdoor media, communications strategies and extensive digital initiatives. The campaign aims at driving concentrated engagement with the consumers via various mediums so as to create maximum buzz and eye balls for the show.