Colors bets big on supernatural again as 'Kawach' goes on air on June 11
With the immensely successful show ‘Naagin’ concluding, Colors is now all set to replace it with a finite paranormal thriller series, titled ‘Kawach…Kaali Shaktiyon Se’. The series premieres on June 11, 2016, and will air every Saturday and Sunday at 8.00 pm.
Backed by Balaji Telefilms’ prowess in celebrating Indian folklore and myths, ‘Kawach…Kaali Shaktiyon Se’ will delve deep into the elements of supernatural occurrences and exorcism.
‘Kawach…Kaali Shaktiyon Se’ will see two types of love – an all-consuming obsessive love that draws Manjulika (Maheck Chahal) to Rajbir (Vivek Dahiya) even after her death, and a selfless strong-willed love that empowers Paridhi (Mona Singh) to protect Rajbir from dark elements. As a fierce tussle juxtaposes good and evil, Manjulika’s soul possesses Paridhi’s body, and uses her dreams and ambitions to manipulate her presence in Rajbir’s life and future. And with Manjulika’s evil ploys and hell-fire for her fixation with Rajbir in the offing, it will be Paridhi’s efforts that will battle the realms of bone-chilling incidents.
Commenting on the launch of the show, Raj Nayak, CEO, Colors, said, “The numero uno show of Indian television is going to be replaced by a new entrant, which has the potential to become another trendsetter in the industry. The success of ‘Naagin’ has led us to believe that the Indian viewers have a huge appetite for stories which dangle on the realms of the unknown. Going by the efficacy of this research, we bring to the viewers, ‘Kawach’ – a show that talks about love, demonic possession and exorcism. Colors has set a benchmark of sorts in the finite fiction series space and we hope to continue the same trend now with ‘Kawach’. The show will definitely create ripples, is our belief.”
Adding further, Manisha Sharma, Programming Head, Colors, said, “Rooted in possession and exorcism driven by fanatical love, the show will create supernatural experiences that will engage viewers across the country. The show is essentially a love story; on the one side is a devoted wife who vows to protect her husband against all evils and on the other side is an insatiated spirit whose unrequited love for the same man makes her wreak havoc in his blissfully married life. Everyone who has struggled to secure his/her love or has loved and lost will identify with the emotions displayed in this drama. As ‘Kawach’ charts its own course, we are confident in its ability to grip audience attention.”
“Supernatural themes in recent times have tasted much success across the entertainment industry. Be it in films or on television, audiences enjoy watching stories based on myths and folklore,” remarked Ekta Kapoor of Balaji Telefilms. “Kawach…Kaali Shaktiyon Se’ will witness evil energies taking center stage as the goodness of love will be tested in all its glory. The show will evoke a multitude of emotions amongst viewers – be it empathy for Rajbir, hatred for Manjulika or reverence for Paridhi. With a strong VFX team in place, ‘Kawach’ will be our next visually spectacular proposition on Colors and we look forward to strengthening our association with the channel further,” she added.
To engage with viewers at a grass-root level, Colors has devised a robust marketing and digital strategy, including different touch points such as outdoor and radio. Further, the channel has planned a series of on-ground activations at more than 130 Hanuman temples across HSMs (Hindi Speaking Markets), wherein a Kawach kit comprising a Hunaman Chalisa and a Hanuman Kawach will be distributed amongst devotees. On the digital front, an extensive outreach has been planned utilising multiple social media platforms, including Facebook, Twitter and Instagram, among others.
Speaking about her character, Mona Singh, who essays the role of Paridhi, said, “Paridhi is a modern women who is well educated, is an archaeologist by profession and doesn’t believe in supernatural occurrences. But she is willing to go to any length to protect her husband from the clutches of evil. She will get possessed by Manjulika’s spirit, but even this will not deter her from her goals. Paridhi considers love supreme and will chart her course to her destiny with that one goal in mind.”
Commenting on Rajbir’s character, actor Vivek Dahiya said, “Rajbir doesn’t believe in supernatural powers, but is a strong believer in the power of love and uses it to fight evil spirits when his wife Paridhi is possessed by Manjulika’s soul. His misfortune and failure at protecting his wife causes him to take many decisions that shape their future and existence. But how Rajbir and Paridhi’s love fights through all odds forms the crux of this story.”
Upon being cast in her first ever fiction role as Manjulika, Maheck Chahal said, “Manjulika is a dark and sexy seductress. She tries to win Rajbir’s heart but fails. Her return from the dead is a mark of power and passion, and she will do all it takes – including inhabiting Paridhi’s untainted and loving soul – to own the man who she believes is rightfully hers.”