Sony PAL all set with an intense Love-story, launches Yeh Dil Sun Raha Hai

Multi Screen Media’s newly launched channel PAL and Balaji Telefilms join forces to present an intense love story ‘Yeh Dil Sun Raha Hai’, a show that will surely strike a chord with many a hearts! Ekta Kapoor – the czarina of Indian television is all ready to redefine the splendor with this much awaited launch of the year!

Set in the city of Patna, Yeh Dil Sun Raha Hai charts the journey of Poorvi (played by Aparna Dixit), the daughter of a senior government employee and Arjun (played by Navi Bhangu), the spoilt son of the local coal mafia. Initially, Poorvi and Arjun can't see eye to eye, but steadily get drawn towards each other and eventually, go on to combat all odds and family antagonism for their love. Unfortunately, both are destined to be apart. Yeh Dil Suna Raha Hai is thus the story of two star-crossed lovers, their journey of adoration and hatred!

With a distinctive storyline Ekta Kapoor’s first offering on PAL, Yeh Dil Sun Raha Hai will surely mesmerize the audience. Adgully caught with Anooj Kapoor, Sr. EVP and Business Head, SONY PAL & SAB TV and Swapnesh Kaushal, Vice President Marketing, Sony Pal to know more about the show. 

Commenting on the launch, he said “We are extremely thrilled to join hands with Ekta Kapoor – the lady who has revolutionized Indian television. ‘Yeh Dil Sun Raha Hai’ marks another milestone for the channel. At PAL, our endeavor is to present shows that not only celebrate womanhood but are also engaging and relatable to the modern woman. We are confident that this show at 7pm slot will further strengthen our primetime.”

With the brand proposition ‘Yeh Pal Hamara Hai’, PAL seeks to touch the entire gamut of emotions of womanhood and celebrate her journey through various moments that define her. PAL gives her the moment to shine, to evolve, to excel and to achieve.  Yeh Dil Sun Raha Hai is PAL’s offering in this direction. Kapoor said, “This is the first time Ekta is doing a show based on Hindi heart land. Till date most of her shows have been set in metros. The storyline is edgy however it sticks to our channel’s core theme of women empowerment -Yeh Pal Hamara Hai.”

On asking about the growth for the channel, Kapoor said, “In the last 4 weeks we've surpassed Zee Zindagi which is been there for 3 months. The channel registered encouraging numbers in core GEC's markets like Delhi, Gujarat and others. From 2 GRPs in the first week we have grown to 29 GRP's in the 4th week in the Delhi market. Sony Pal has grown about 20–40 per cent and we'll continue to grow and strengthen the channel with new shows with a focus on LC1 market.”

“The channel is seems to be working well in the complexes digitized environment where its difficult to break habits of viewers. Ekta has it's unique strengths which always adds value, so we are hoping big for the show,” Kapoor said. 

The channel is all set with a 360 media campaign across TV, out of home, print and social media. TV is being used to introduce the show concept, characters and premise whereas outdoors and print is used to reinforce the message and remind viewers to tune in and social media is being used to build engagement.

The campaign is led by intensive TV advertising on network channels and outside to cover all HSM. Supported by extensive outdoor visibility in key markets across hindi heartland, the message is being reinforced by regular print ads in the run up to the launch across leading dailies.

“The lead characters are strong and contrasting and lend themselves to interesting and opinionated conversations. And hence, on digital and social media as well as activations, we have started engaging viewers with the characters and story even before the premiere,” said Kaushal.

“Currently we are focusing on Monday-Saturday prime time as we want to strengthen the prime time with the shows we have and later we'll be working on other concepts too,” Kapoor concluded.
Further commenting on the launch, Ekta Kapoor, Joint Managing Director, Balaji Telefilms Ltd said, “We at Balaji are all geared up for yet another interesting show – Yeh Dil Sun Raha Hai which presents an exceptional love story. Through this show we want to show our viewers how the relationship between two individuals survives the test of time.  I am extremely delighted to start this relationship with PAL and I am sure with the launch of Yeh Dil Sun Raha Hai we will create magic on Indian television.”