Sony Entertainment Television is all set to launch a weekday property titled ‘Amita ka Amit’ on January 14, 2013. The show will replace ‘Love marriage ya arranged marriage’ on the 8.30 PM prime time slot.
It will compete with ‘Madhubala’ on Colors, ‘Ek hazaaron mein meri behna hai’ on Star Plus and ‘Hitler didi’ on Zee TV.
Commenting on the rationale behind the 8.30PM time slot, Gaurav Seth, Sr. VP and Marketing Head, Sony Entertainment Television stated, “I think that it is a very fertile slot for television. We understand that there is a huge amount of competition but the show has a very interesting premise. It is a very identifiable and a debatable kind of a show. It deals with how every man and woman have different dreams and aspirations before they get married and the different reality checks that happen post marriage. But that is not necessarily a bad thing. It is not always a compromise so as she says, ‘Zindagi khoobsurat hai’, which is the positivity that we see within the scope of conservatism and living in our society.”
The channel would be launching an extensive marketing campaign across different media platforms such as television, print, outdoor, radio, digital and social media. The channel will be focussing primarily on the television platform to create a buzz about the show.
For the marketing campaign, the channel has allocated 35 per cent of marketing spends for television, followed by 20 per cent each for outdoor and print media. Another 15 per cent has been earmarked for promotions on radio, while the rest has been allocated for other media platforms.
Though there wouldn’t be any in-serial product placements as of now, we can expect it once the show starts picking up.
The show is based on the thought of ‘illusion vs. reality’. Produced by Swastik Productions, the story is set against a Gujarati backdrop of Mumbai that narrates the life of Amita, a simple and unassuming girl who dreams of an extraordinary life partner and a picture perfect ‘sasural’ and what eventually happens when two average people who dream of an extraordinary spouse get married to each other.