Sony strengthens prime time block with ‘Salaam Zindgi’

Sony strengthens prime time block with ‘Salaam Zindgi’

Author | exchange4media Mumbai Bureau | Wednesday, Dec 05,2007 6:34 AM

Sony strengthens prime time block with ‘Salaam Zindgi’

Close on the heels of launching a new series ‘Kuchh is Tara’ in its 9.00 pm block, Sony Entertainment Television is now all geared to bring in another new offering, ‘Salaam Zindgi’. The new show will premiere on December 11 in the 8.30 pm block and would be aired Monday to Thursday. ‘Salaam Zindgi’ has been produced by Sphere Origins.

Sanjay Upadhyay, Creative Director & Head of Fiction, Sony Entertainment Television, said, “‘Salaam Zindgi’ with its simple and promising storyline will appeal to viewers across all sections of the society. It is about every girl’s determination to chase her dreams despite hurdles that come her way. It is her resilience, willingness to introspect and courage to bear the consequences of her actions that makes her a winner. It is this spirit of today’s woman that we salute in ‘Salaam Zindgi’. It is a journey every young girl of today would relate to, especially when she is at the crossroad of life.”

Sony is going the whole hog to promote the show with the tagline ‘Ek salaam uss ladki ko jo bilkul aap ki tarah hai.” Aseem Kapoor, Senior VP, Marketing and Communications, SET, informed that the thought process of the show was to bring in real life situations of women who had made a difference.

He said, “The core idea is to be inspired by people like Sania Mirza or Kiran Bedi or Mother Teresa, who are ordinary people but accomplished extraordinary feats and stood out, made a difference. Our show is also on the lines of a girl who chooses a career different from what she wanted to do for her grandfather, but not with any regrets.”

Kapoor explained that the launch campaign would focus on the traditional mediums and grow to be in all kinds of media vehicles. The channel is focussing on all markets in the Hindi belt for promotion of this show.

‘Salaam Zindgi’ showcases the journey of a girl who becomes a police inspector. Manya is faced with seemingly impossible obstacles on her way to fulfilling her grandfather’s dream, but with true fighting spirit she takes on every challenge thrown at her.

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