Sahara One comes up with a ‘saas-bahu’ showdown of a different kind

Sahara One comes up with a ‘saas-bahu’ showdown of a different kind

Author | exchange4media Mumbai Bureau | Friday, Aug 22,2008 8:32 AM

Sahara One comes up with a ‘saas-bahu’ showdown of a different kind

Sahara One is taking the ‘saas-bahu’ conflict to the reality platform with its new reality based dance show ‘Saas Vs Bahu’. The property will go on air from August 25, and will be aired Monday-Friday in the prime time band of 8 pm. The show has roped in 15 small screen saas-bahu celebrities as a team battling out and challenging each other.

The show is scheduled for 55 episodes spread over 11 weeks.

Speaking on the marketing strategy, Nilanjana Purkayespha, Business Head, Sahara One, said, “We have planned a 360-degree approach. The communication is a mix of outdoor, television and print. We have already aired outdoor activity in Delhi, Mumbai and Kolkata. Our promos are on-air across Sahara networks and are also seen on news channels like Aaj Tak and other regional channels.”

In order to promote this new property, Sahara has tied up with Red FM as part of its radio activity. Under the digital space, they have a tie-up with Sify.com and are also in talks with some telecom partners.

As part of its outdoor activity, the channel has painted four local trains in Mumbai with the banners of ‘Saas Vs Bahu’ and the same strategy has been applied in Kolkata and Delhi, targeting the trams and Metro, respectively.

Purkayespha further said, “Sahara One has been strong on the fictional format and looks forward in capitalising on this. In fact, we have plans for three more new shows to go on-air in the next three-four months. The channel wants to do a spike and for us, entertainment is a mix of everything – be it drama, dance show or a talent show. So, we want to do a reality show with innovation and not do it just for the heck of it.”

Comparing this new property with the Star One show, ‘Zara Nach Ke Dikha’, she explained, “The similarity between the two shows are that the Saas and Bahus are divided into two teams, the way the Star One teams are divided into boys and girls teams. But besides this one similarity, the show is targeted at families and thus, the genre of attracting eyeballs differ. The appeal of the show is completely different.”

The property has been produced by Swastik Pictures. The show has roped in 100-plus celebrities with 500 performances across all the episodes. Being a dance reality show, each team is given a task of competing with the other teams, wherein five days a week, three pairs would be performing, while Thursdays would air the elimination rounds. The eliminations would be judged on the combined marks of the judges and the live audience.

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