Sony Television explores the world of conjoined twins in ‘AmberDhara’

Sony Television explores the world of conjoined twins in ‘AmberDhara’

Author | exchange4media Mumbai Bureau | Wednesday, Sep 12,2007 9:37 AM

Sony Television explores the world of conjoined twins in ‘AmberDhara’

Who can forget the poignant story of Iranian conjoined twin sisters Laleh and Ladan Bijani? The twins died during an operation to separate them. Now Sony Entertainment Television is bringing the story of conjoined twins in its new show ‘AmberDhara - Kahani Judi Behnon Ki’. The lead characters are played by real life twins. The show premieres on September 24, and will be aired Monday to Thursday at 9 pm.

Commenting on this path-breaking show, Albert Almeida, Executive Vice-President & Business Head, Sony Entertainment Television, said, “We have always come up with concepts that are a refreshing change on Indian television. ‘AmberDhara’ is yet another clutter-breaking effort that reinforces our belief of delivering differentiated, progressive and unique storylines. The emotional engagement in the show and the beautiful bonding of the characters Amber and Dhara promise to keep the viewers glued with its engrossing storyline and powerful characters.”

The show has been produced by Swastik Pictures. Vikas Seth and Sidharth Tewary, ex-Sony officials have come up with this concept and debut their production skills with this show.

Speaking on the concept, Seth said, “The concept of conjoined sisters in itself is really not a subject tackled on television. In that sense, the story will be fresh. The story is about an abnormality, but the treatment of the story is real and even normal people would identify with it.”

Speaking on the challenges of production with conjoined twins, Seth divulged, “It seems difficult, but it really is not. We told them what I want, and they are doing a great job.”

Positioning itself to get mass, distinctive and new eyeballs, the channel plans to promote the show with ATL and BTL activities. On the same lines of ‘Jassi’, the channel will play their two characters Amber and Dhara as the underdogs and on that basis will also promote the show.

The channel has panned out 2,500 promos across channels, promotions through SMS, and have partnered with Big FM, multimedia onslaught outdoor, radio and cable and with eight cities for on-ground-activation.

The channel has, however, kept the identities of the girls playing the lead roles of Amber and Dhara under wraps. The other actors in the show include Paintal, Mona Ambegaonkar, Shveta Gulati, and Nasir, among others.

Tags: e4m

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