Sony SAB and Sony Entertainment Television have built a strong reputation within the Indian television industry with storytelling that empowers their female protagonists driven by an inherent belief in the dignity and potential of the Indian woman. The channels have also created an environment demonstrating the kind of respect women deserve, as each character from their shows acknowledge their own needs and wants while working for a larger purpose in society or their family. For example, Mauli from Mehndi Wala Ghar’s goal is to bring her family together despite their differences, to Nandini from Kuch Reet Jagat Ki Aisi Hai who is strongly entrenched in traditions yet stands up against the disease of dowry. Similarly, there are other characters such as Yuvika from Vanshaj who has the courage to fight for justice, and Pushpa from Pushpa Impossible, who despite having been deprived of education in her childhood completes it as an adult and goes on to become a mahila adhyaksh.
This Women’s Day the channels are coming together to encourage women to follow their heart and not keep their needs and dream aside, stemming from an insight that most Indian women are very involved with their family’s need and desires and feel guilty addressing their own. Launching an impactful film titled ‘Khud Ki Suno Khud Ko Chuno’ that shatters the mould, the channels are empowering women to prioritise their own well-being.
The promo spotlights inspiring female leads from renowned shows across Sony SAB and Sony Entertainment Television and its creative expression uses the fact that women are so alert at listening to the noises around them keeping them alert to the needs of their home and families. Through the narrative pointing out to this fact and encouraging them to listen to their own heart is the powerhouse line-up of women from fiction and non-fiction shows across both channels.
Neeraj Vyas, Business Head, Sony Entertainment Television and Sony SAB said, “At Sony, we believe entertainment can be empowering. Our stories mirror real-life challenges, celebrating the strength and resilience women encounter in their daily lives. Our powerful female leads ignite a fire, inspiring women to embrace their agency and pursue happiness. This Women’s Day, through ‘KhudKiSunoKhudKoChuno,’ we want to encourage women to prioritize themselves as television, with its vast reach and mass appeal stands as the one of the most potent and impactful mediums of communication and our characters serve as effective catalysts for highlighting the importance of self-care among women. So, on this Women’s Day, we’re going all out to remind women that their happiness really matters!”
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