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IndustryBriefing COLORS throws light on blind faith with new show, Devanshi

COLORS throws light on blind faith with new show, Devanshi

Author | exchange4media News Service | Tuesday, Sep 27,2016 5:50 PM

COLORS throws light on blind faith with new show, Devanshi
In a country of many belief systems, COLORS has come up with its new show Devanshi, a classic tale of good triumphing over evil. The show highlights the erroneous assertion of god-women which further compels an innocent child to live through tumultuous relationships that are supposed to prepare her for the ‘greater good’. Produced by Full House Media, Devanshi is about a 7-year-old girl whose life changes when she’s accidentally dropped into a god-woman’s ‘hundi’ as an infant, after which she faces the brunt of being a blessed child. Devanshi will fight to eradicate conventional belief systems starting October 3, 2016, Monday to Friday at 7pm on the channel. Caged by blind beliefs in the name of ultimate power, little Devanshi battles various ups and downs in an attempt to abolish evil.
Commenting on the launch of the show, Manisha Sharma, Programming Head of COLORS, said, “Religious prejudice in the name of God and faith has created a void in our country’s growth. With Devanshi, COLORS mirrors this hard hitting reality to present a novel and unexplored concept that puts the spotlight on fraudulent practices conducted in the name of devotion. Narrating a tale about a child and a god-woman, the show is in line with our endeavor to deliver well-meaning content while allowing us to experiment with our programming lineup. As Devanshi’s journey of good vs. evil takes over the 7pm slot on COLORS, Thapki…Pyaar Ki will continue to engage viewers at a new time slot of 6.30pm.”
Highlighting the thin line between true faith and blind faith basis which many godmen and women in this country take unsuspecting people for a ride, Devanshi will loosely draw inspiration from the age old tale of Krishna-Kansa. Devanshi is about a newborn’s destiny to defeat the evil Godwoman, Mata Kusum Sundari who rules in the name of faith over the people of a fictitious town, Jwalapuri. When the young baby falls into the temple hundi accidentally, Mata Kusum Sundari in keeping with the customs of the temple, declares the baby to have become temple property and subsequently goes on to hand over the responsibility of raising the child to a childless couple, Sarla (played by Ankita Sharma) and Omi (played by Pankaj Vatia) who are the chief sevaks at the temple. Little does she know that eventually, Devanshi (played by Kashvi Kothari) will be hailed as ghungroo wali mayya ka avatar by the same people of the town who had made Mata Kusum Sundari god-like.
Elaborating on the show, producer Sonali Jaffer from Full House Media said, “Devanshi emphasises on the underlying message of good vs. evil. The story focuses on a 7-year-old girl, who is the universe’s source to triumph over negative elements. As the story unfolds, viewers will be shocked to see how the mindset of a young girl will reform the fate of many and dismiss those led astray by blind faith. While the story is based in a fictitious small-town, Jwalapuri in Haryana, we have gone to great lengths to ensure that the authenticity of the context and backdrop is maintained throughout the narrative.”
Speaking about her character Kusum Sundari, actor Karuna Pandey said, “Devanshi focuses on a very diverse aspect of the society that continues to prevail in our nation and showcases it through the eyes of a young girl. The show’s concept emboldened by COLORS’ storytelling prowess grabbed my attention when this show was offered to me. Kusum Sundari’s character has incredible strengths and I believe that it will prove to be a milestone in my career. In fact, I believe that the overall casting is very precise. The intensity with which young Kashvi Kothari has portrayed the role of Devanshi is praiseworthy. I look forward to the audience’s response to our attempt to deliver something as unconventional as this show.”  
To promote the show, COLORS has devised an extensive integrated marketing campaign across mediums including print, cable and DTH, radio, news channels, OOH and cinema. The channel has also planned on-ground activations aligned with the COLORS Golden Petal Club across multiple markets.
Tags: COLORS | Devanshi

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