Rajshri Productions, the creators of various movies like 'Maine Pyaar Kiya,' believes that Television has a substantial scope and has put in place a complete television division. The first serial to come out from the division is 'Woh Rehne Waali Mehlon Ki'. The daily will be launched on SaharaOne on May 30 in the 9.00 pm slot.
Rajshri's television division will be handled by Kavita Barjatya, who has the core role to grow the business. In matters of creative advice, the onus comes on Sooraj Barjatya. He explained how 'Woh Rehne Waali Mehlon Ki' is the return to television for Rajshri. He said, "We have had been doing shows for DD quite a while back. However, as time lapsed, TV became a more difficult deal and movies started making more sense for us. But now as Sahara presented an opportunity to do something in the medium again, we thought it was a great idea to return."
Sooraj Barjatya is clear on one count - any content that is generated from Rajshri has to be about Indian tradition and values and that is precisely what the serial is all about.
Purnendu Bose, COO, SaharaOne, said, "The three things about the show that we are confident about are the focus on Indian sentiments and values, the music and addressing the Indian family culture."
The channel has planned quite a lot of marketing for the show, which breaks on May 20, 2005. "In keeping with the spirit of the show, we have done some very interesting below the line communication," said Bose. The channel has branded over 5000 auto rickshaws and trains for the show.
'Woh Rehne Waali Mehlon Ki' is a story of four sisters from a wealthy family, who have to cope up with the problems of life after a fateful turn of events.