Hindi GEC Colors has come up with another mythological show ‘Karamphal Data Shani' which aims to clear the numerous myths associated with Saturn god. The show went on air on November 7 and its slot has been set at 9pm on weekdays. It has replaced the historical drama ‘Chakravartin Ashoka Samrat’, which enjoyed immense success when it started with child actor Siddharth Nigam as emperor Ashoka but once the show had a generation leap, it didn’t go down well with its viewers, according to industry sources. As a result it had to be discontinued.
Not to lose out on their audience Colors has now come up with this new mythological offering, which is grander in scale, courtesy its VFX effects, set design and cinematography. The GEC has also earlier tested waters in the mythological genre with 'Jai Sri Krishna' and 'Jai Jag Janani Durga’ of which the former fared quite well. Manisha Sharma, Programming Head, Colors talks about the new show’s scale, USP and brand associations. Excerpts:
How has your experience been so far with mythological series like 'Ma Durga' and 'Jai Sri Krishna'?
Our experience with ‘Jai Shri Krishna’ and ‘Jai Jag Janani Durga’ has been very good. Mythological serials if properly narrated and well executed have always done well on television and in cinema.
What made you take up another mythological series like 'Karmphal Data Shani'?
‘Karmphal Data Shani’ is unlike anything that has been seen on Indian television. The biggest selling point for us is that the concept of the show is based on all misconceptions about lord Shani and revealing his true nature to those who have grown up fearing him. Also the producer Siddharth Tewary and Swastik Productions have an impeccable track record when it comes to executing such stories and giving scale to the vision.
What time slot have you decided for this show?
'Karmphal Data Shani’ will air in the 9pm primetime slot which was previously occupied by our historical offering Chakravartin Ashoka Samrat.
What is its USP? Tell us about the scale of ‘Karmphal Data Shani’.
‘Karmphal Data Shani’ is beyond anything that we have showcased on our channel over all these years in the mythological space. It will, undoubtedly, be one of the biggest mythological TV shows on Indian television till date. The show has been made on a gargantuan scale with the set spread over 65,000 square feet as against other fiction offerings whose sets usually cover less than one-fourth of this area. We’ve also taken great pains in terms of set design, costumes, jewellery, cinematography and VFX effects to ensure that we present a visually stunning proposition to our audience. To give the real look and feel, parts of the episodes have been actually shot on location in Ladakh.
Who have you roped in as sponsors?
We have roped in Dabur Chyawanprash as the presenting sponsors and discussions with other potential sponsors are in progress.
Tell us about the premium ad rates you are commanding for this show.
We are a premium channel. We charge premium rates for advertising on our channel. We deliver impact and value to our advertisers, we probably deliver the best ROI for any client’s investment. Majority of our advertisers have been with us since the day we started, we are loyal to each other.
Will it be a finite show? How many episodes have been planned?
At the moment we have commissioned 250 episodes. The story has long legs to continue for a long time.
Who is your TG? Are you also trying to bring in the youth as your viewers?
‘Karmphal Data Shani’ as a show, holds universal appeal. To us, it gives us the opportunity to engage a wider range of audience through disruptive content that we believe will get the whole family together despite the (different) age groups.
What's your marketing strategy for this show across all mediums?
The marketing team has devised a detailed plan across multiple platforms including OOH, print, electronic, radio and even some intricately planned on-ground activations across various key priority markets.
How are you using your digital presence for a show like this?
Our team has devised a special digital promotional strategy, focusing on dismissing myths and misconceptions surrounding lord Shani, to engage with audience on social media platforms.