Exclusive | Right casting helps you win half the battle: Swastik's Siddharth Tewary

Siddharth Kumar Tewary is back with a new show almost six months after his previous  show Navya ended. The new project ‘Amita Ka Amit’ which has been a dream for  Siddharth has finally come true . He is known to have given audiences  some memorable shows such as ‘Amber Dhara’, ‘Agle Janam Mohe Bitiya Hi Kijo’ , ‘Phulwa’ and ‘Navya’  .  He has achieved recognition through his writing skills and his art of entertaining television audiences.

Very keen to make a mark in the media industry Siddharth secured a Masters in Communication Management, Symbiosis Institute of Mass Communication, Pune. It is a known fact that the journey to success is never easy and one has to undergo the  initial struggle to get a foothold in the industry . His journey started with a leading advertising agency ‘Euro RSCG’ where he was responsible for repositioning of Channel MAX – ‘Deewana Bana De’, ICC Champions Trophy 2002 & ICC World Cup 2003 campaigns. Later came his foray into television and this is when  he moved to SET India Pvt Ltd with channel MAX and contributed in building  the brand.

Swastik Productions was launched by him and Vikas Seth, Managing Partner ,  in the year 2007 and they produced their first show ‘Amber Dhara’ in the same year. Both being experienced ex-television professionals they have had professional associations holding key portfolios with leading Hindi General Entertainment Channels like Star India Pvt. Ltd and Sony Entertainment Television.

Swastik Pictures was launched with the aim of creating, marketing and delivering meaningful and high end quality content for the rapidly emerging media and entertainment industry in India as well as to meet the demand for Indian content overseas.

Adgully caught up with Siddharth Kumar Tewary to talk about the  launch of his new show ‘Amita Ka Amit’, scheduled to be aired on Sony Entertainment Television starting 14th January 2013 at 8.30 pm . The plot of his new show revolves around two ordinary  people namely, Amit and Amita and has Mumbai as its backdrop.  The star cast of the show, comprises of popular actors from the  Gujarati stage along with newcomers in the field of television. However two senior actresses namely Raksha Desai and Meenal Patel have been signed to essay important characters in the show.

Discussing his  popular  previous shows he said, “ ‘Phulwa’ was one of the most challenging shows for me . ‘Navya’  was a Mumbai-based  love story and even ‘Amber Dhara’ our first show was unique in its own way.”  All the shows were different and had their own specialities. Like his earlier shows, ‘Amita Ka Amit’ will be  relatable to its viewers. The story revolves around  two average protagonists and how they lead an extraordinary life by coming together.

He has been associated with Sony since he started with Amber Dhara and the channel provided him the platform to showcase his first show. His association with the channel has always been on an emotional level rather than on a professional one.

He strongly believes that characters are responsible in  making a story realistic and the right casting  helps you win half the battle.  For him every character who is projected on the television screen should be the right person with whom viewers can relate to which is a difficult task to achieve.  “Television is about characters that you create and I wish viewers are able to identify and relate with the characters and enjoy watching our new show as much as we are enjoying making it,” added Siddharth.

As a writer Siddharth explains, “To write and work on concepts is always different from what an individual prefers to watch on television. Being honest, we don’t know what kind of outcome we are going to get as that is not in our hands.  You are creating something with your conviction; you hope and make efforts to satisfy your viewers.” 

On the other hand as a creative director, Siddharth always try to connect his ideas with the viewers. He says that he writes scripts for his viewers. At Swastik Productions, the team works on various insights. Elaborating further  Siddharth explains , “There are different kinds of serials on television, one where you have serials that tries to showcase totally the unreal thing, which doesn’t exist in real life and on the other hand you have serials which are based on relatable zone, where people relate themselves with the story and characters.”

His ambitious personality reflects in his work.   He is hoping for the best where his upcoming show is concerned. “ I wish people love the show ‘Amita Ka Amit” as my team and I have tried to produce something different for our viewers with the same palette of the relatable zone,” concludes Siddharth Kumar Tewary. 


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