Mumbai : Zee TV, as a socially responsible broadcaster, has presented audiences with stories that have questioned prevalent mindsets, offered a fresh perspective, sparked off conversations and sensitized viewers to burning social issues from time to time.
The channel now brings its viewers yet another story of hope & inspiration. In a day and age where we, as a society, may have seemingly progressed and abolished archaic traditions such as dowry, reality still bites in several parts of the country – where asking explicitly for dowry has merely made way for a more implicit quest on the part of boys’ families for a ‘Service Wali Bahu’ – a career woman who can support her in-laws with a steady income post marriage.
Zee TV’s latest primetime offering brings to the fore this rampant phenomenon through the intriguing case of Payal Rai, caught in the trap of being a ‘Service Wali Bahu’ to her in-laws. The show is an attempt to curb this unhealthy approach towards marriage by creating awareness. Zee TV’s next offering ‘Service Wali Bahu’, will premiere on 23rd February and will air every Monday to Saturday at 6:30 PM.
Set in the small town of Jamshedpur, the show traces the journey of Payal Rai (Kratika Sengar) who defies the norms of a society where girls hardly, if ever, opt for higher education and step out to work. Fortunately for Payal, she has immense support from her family and makes her parents proud with her achievements. Payal truly embodies the true spirit and strength of every contemporary Indian woman – she’s ambitious & yet has her family values intact.
Having broadened her horizons through education and learning and managed to build a meaningful career for herself, Payal has a distinct vision about her husband and his family with whom she will spend her entire life! What will happen when a self-assured, super-achieving young woman crosses paths with a family that is consciously in search of a ‘Service Wali bahu’?
Zee TV Programming Head – Namit Sharma said “Service Wali Bahu touches upon a subject not explored so far on Indian television. The objective of the show is to create awareness about an emerging trend in society. We want people to sit up and take cognizance of the fact that with all our progress as a society, dowry still hasn’t truly been abolished – It has merely taken on a new form. Our endeavor is to encourage marriage with a healthy mindset and approach from both sides. It cannot be an alliance with the objective of financially exploiting an individual. Countless women across the country will be able to relate to Payal’s journey of hope, determination and standing up to her in laws rather than letting herself be relegated to the role of a Service Wali Bahu. Through making people conscious of this increasingly rampant phenomenon, the show will raise a voice against it and foster the right attitude amongst people towards marriage.”
Raakesh Paswan of Village Boy Productions said “Working with Zee TV is like coming back to family as we’ve had a very gratifying association with our previous successes like Afsar Bitiya and Dulhan. While Afsar Bitiya spoke of women’s empowerment and the importance of education and a career for women, our new offering ‘Service Wali Bahu’ questions a mindset that looks to exploit a career woman for her ability to earn. The differentiated concept of the show and its treatment is aimed at making the audience sit up and question the motivations with which people approach marriage”.