Sony's Saas Bina Sasural hits TV screen today, ropes-in Boro Plus as presenting sponsor

For more than a decade, Indian Television has been ruled by various facets of Saas ' Dramebaaz, Paltbaaz, Samajwasi, Poojiwadi, Kuch Khitkhit toh Kuch Khatkhat, etc etc etc¦In spite all her traits, a bahu's life is incomplete without a saas. It is impossible to imagine a sasural without the all pervasive saas. But yes from Monday, 18th October, 2010 onwards we will see exactly this "Saas Bina Saural" on SET.

This October, Sony Entertainment Television and Optimystix join hands once again to present a captivating family fun-filled drama "Saas Bina Sasural'. Launching on October 18, 2010, Sony Entertainment Television invites you to the world of Taanya as she sets on the most important and unique journey of her life. Experience with her the roller coaster ride of frequent highs and lows as she gets married into a family of Only Men!

Breaking away from the cult of conventional soaps for the first time ever, "Saas Bina Sasural' narrates the story of Taanya, a young and bubbly girl who gets married to the love of her life ' Tej. After a grand wedding ceremony gets over and all the guests are gone, Taanya finds out that Tej's household includes only men. Within twenty four hours she realizes that all the men are like pebbles on a beach ' all different from each other and rubbing each other sour. Taanya's despair increases as she realizes that she needs to play the warden of the boy's hostel ranging from 12 to 60 in age. How does it feel to live a life always surrounded by only men? How would be life for Taanya in a Sasural without a Saas? "Saas Bina Sasural' will showcase an array of such incidents filled with fun and tears. The show will see a mix of popular actors such as Darshan Zariwala, Rajendra Chawla, Ravi Dubey and Aishwarya Sakhuja essaying major roles.

Speaking exclusively to Adgully, Manjit Singh, CEO, MSM said, "We are introducing content that has never before has been seen on Indian television. The story telling is different. Culture values are different. Audience will grow slowly but when it grows it's a new audience will stay with us forever. At the same time we continue to have innovative formats. We planning to bring in X factor that will be brought in after the IPL.

"We are still looking at fiction that is much more contemporary and upbeat. It caters to the aspirations of women both in small town and metros. We are looking at audience in both these markets. We want women live the dreams they have for their daughters through our programmes. The serials are focused on women, particularly the Monday to Friday segment. We are targeting women who have more contemporary views and the focus is pan India, like between 24-35 age groups. We want to engage them in a way that is relatable to them. We want to engage them through various mediums like multimedia and the like in large towns to bring them closer to Sony. On the smaller markets we want to bring in new viewers and the focus is more on storytelling," he further added

Announcing the show, N.P. Singh, COO ' Multi Screen Media said, "We have been long associated with Optimystix and we are taking this relationship one step further with "Saas Bina Sasural'. It has always been our endeavor, at Sony Entertainment Television to entertain and excite our viewers through unique concepts, larger than life formats as well as differentiated and compelling programming. Sony Entertainment Television has always delivered shows with newer shades of entertainment that deal with the day-to-day life of every individual. Saas Bina Sasural is one such unique concept and we are sure that the audience will love with this show."

Talking about the show Ajay Balwankar, Programming Head, Sony Entertainment Television said, "Saas Bina Sasural is a refreshing and unique prime time property placed at the 10:00 pm slot. As a conventional norm, we all believe that a sasural is incomplete without a saas, with this show we are putting across one thought that what happens if the "saas' is removed from the sasural? Is it good or is it bad? What all difficulties a newlywed bride has to face without the guidance of the mother figure in the household and how she copes up with them?"

Adding more to this, Vipul Shah, Producer, Optimystix said, "We have seen various facets of Saas-Bahu relationships, but for the first time ever, with Saas Bina Sasural, we are trying to portray how indifferent a sasural is without a saas. The show captures every emotion from love to hate, from joy to sadness while Taanya goes through the stimulating walk of her life without a mother-in-law's guidance. We hope our audiences thoroughly enjoy this latest offering from us."

At a broader lever Sanjiv Sharma CEO & Executive Chairman, Optimystix opines, "The opportunity of working with Sony Entertainment in the Fiction genre is exciting for Optimystix. Our relation in the non fiction space has been cemented by success and we would like that to extend to the fiction space." | By Janees Antoo [janees(at)adgully.com]