IndustryBriefing COLORS to soon unveil 'Mahakaali: Anth Hi Aarambh Hai'

COLORS to soon unveil 'Mahakaali: Anth Hi Aarambh Hai'

Author | exchange4media News Service | Wednesday, Jul 12,2017 2:17 PM

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COLORS to soon unveil 'Mahakaali: Anth Hi Aarambh Hai'

COLORS launches Mahakaali: Anth Hi Aarambh Hai that traces the epic story of Goddess Parvati’s metamorphosis into Maa Kaali. Featuring actors Pooja Sharma and Sourabh Raaj Jain in lead roles of Kaali and Shiva, and produced by Siddharth Kumar Tewary’s Swastik Productions, this mytho-drama will premiere on July 22, 2017 and air every Saturday and Sunday at 7pm on COLORS.

Speaking about this new offering, Manisha Sharma, Programming Head – COLORS, said, “We are excited about bringing forth trendsetting shows like Naagin which ruled the rating charts and the mystical Chandrakanta that has shown great promise. Now with a show like Mahakaali, we are extending the weekend primetime to depict the story of Indian mythology’s most feared and revered Goddess.  We at COLORS pride ourselves in great storytelling. Today’s Indian woman is fierce and unstoppable, but she doesn’t realise her own power and potential unless faced with adversity. Mahakaali’s story is our attempt to inspire women to know their true worth.”

Producer Siddharth Kumar Tewary from Swastik Productions said, “Bringing alive the mystic imagery of Maa Kaali for the television viewers is no ordinary feat. Goddess Kaali has a deep purpose which is often overlooked and scarcely understood. We have worked tirelessly in creating a magnificent canvas which does justice to her ferocity and underlines the core reason of why she came into existence and how is it relevant to the viewers today. We are utilizing high-end VFX and prosthetics to highlight the fantastical element in the story, in keeping with the mythological era. Intense research has led us to the ideal depiction on-screen, and we hope that the viewers like Mahakaali as much as they have supported Karmphal Data Shani.”

Commenting on essaying the dual roles of Goddess Parvati and Maa Kaali, actor Pooja Sharma said, “It’s difficult enough to play one mythological character and bring alive her charm and aura; I am challenged with two such characters – Parvati and Kaali Maa. Their contrasting personalities make the entire experience very enriching and satisfying for me, as an actor. While Parvati is calm and composed, Kaali is untamable…a destroyer of evil. I am really looking forward to my role and hope it proves to be a glorious one in my resume.”

Adding further, actor Sourabh Raaj Jain said, “Unlike previous depictions, in this show Mahadev will be more tranquil and calm. Viewers will see Mahadev’s Shankar avatar wherein he will be the anchor and catalyst nudging Parvati towards accepting her destiny as Maa Kaali. Mahakaali: Anth Hi Aarambh Hai is very special to me because it creates an engaging narrative about a Goddess whose transformation remains a mystery till date. I am really excited to be back with COLORS and Swastik Productions, and am looking forward to the audience’s feedback and reactions to our show.”

Along with Pooja Sharma and Sourabh Raaj Jain, Mahakaali: Anth Hi Aarambh Hai will feature actors Falaq Naaz as Goddess Saraswati, Nikita Sharma as Goddess Laxmi, Akash Kumar as Lord Brahma, Gagan Kang as Lord Indra, Abhaas Mehta as Shumbh, Danish Akhtar as Nishumbh, and Arjit Lavania as Nandi amongst many others.

To promote Mahakaali: Anth Hi Aarambh Hai, COLORS has devised an extensive 360-degree integrated marketing and digital plan involving different mediums such as print, television, cinema, radio, OOH, etc. The channel has also planned a series of ATL and BTL promotional activities to create a top-of-mind recall amongst target audiences.

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