Balaji Telefilm’s latest production – Chandrakanta – could be the next Naagin in scale and magnitude. According to industry sources, the budget for this epic costume drama is on the same scale as that of top eyeball grabber Naagin.
The costume drama with popular actors MadhurimaTuli, Vishal Aditya Singh and Urvashi Dholakia is all set to premiere on June 24 and will air at 8 pm every weekend.
According to industry sources, the show’s production scale is equivalent to that of Naagin 2. Commenting on the launch of the show, Raj Nayak, COO - Viacom 18 said, “For two back-to-back seasons Naagin has enjoyed the status of being a favourite of the viewers. It’s their confidence in our content that has allowed us to explore this genre further. The recent success of costume dramas and fantasy offerings, not only on television but also in films, is a testimony that our viewers have evolved and are willing to explore different narratives. We are thrilled to collaborate with Ekta Kapoor’s creative intellect yet again to showcase a unique rendition of a story which, though has been narrated before, leaves a lot of scope for creating a cohesive viewing experience.”
Chandrakanta narrates the tale of Vijaygarh’s lost princess who lost her family and kingdom to a power war waged by Naugarh’s evil Queen Iravati (Urvashi Dholakia).To promote the show, COLORS has devised an integrated 360-degree marketing campaign encapsulating different mediums including print, television, radio, OOH, ATL and BTL activations. The channel has also designed an extensive digital campaign including #ChandrakantaKiDuniya – a 360-degree video of Chandrakanta’s magical world, #MyMagicalLoveStory – a viewer engagement initiative asking viewers to share their respective love stories in micro-fiction format, a fan e-book and Facebook canvas, and a mix of 3D GIF images, video bytes and behind-the-scenes sneak peek posts. “We will be promoting the show heavily on television,” said Nayak.
Life OK, a Star GEC, is also running a show titled Prem Ya Paheli - Chandrakanta. Talking about that, Nayak said the show holds no similarity to theirs. “Our version of Chandrakanta is completely different and completely fictionalized,” he said. Spread across a sprawling 32,000 sq feet, Chandrakanta’s set is designed by National Award winning Art Director Chandravadan More.
Producer Ekta Kapoor from Balaji Telefilms said at the launch: “Chandrakanta is a very special show for us and it has very big shoes to fill. That said, we were filled with excitement over the prospect of creating this show. The plot is gritty, complex, passionate and is laced with top class VFX which will transport the viewers into alternate reality. We hope that Naagin’s ardent viewers and voracious fantasy-fiction aficionados enjoy watching Chandrakanta and support this mammoth venture.”