Colors launches magnum opus Ram Siya Ke Luv Kush in Ayodhya

Produced by Swastik Productions, the series will tell the story of Ramayan through the perspective of Luv and Kush and will premiere on August 5

by Christina Moniz
Published - Aug 1, 2019 12:26 PM Updated: Aug 1, 2019 12:26 PM

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Colors

Hindi GEC Colors launched its latest show, Ram Siya Ke Luv Kush, amidst much fanfare against the backdrop of a picturesque Guptar Ghat on the banks of the Sarayu River. The venue was a fitting one for the launch of Colors’ latest magnum opus that has its basis in the story of the revered classic, Ramayan. The series tells the story of Lord Ram and his beloved wife Goddess Sita, a story that forms the bedrock of Hindu mythology and its teachings.

With India Gate Basmati Rice as the presenting sponsor, the show is set to premiere on August 5 and will air Mondays through Fridays at 8.30 pm on Colors. The series will have the virtues of Ram and Sita narrated through the lens of their sons, Luv and Khush.

The show takes viewers back to an era when Lord Ram and Sita return to Ayodhya after 14 years of their exile while Sita is still an expectant mother. Ram Siya Ke Luv Kush is the latest in a slew of releases from Colors, which recently rolled out shows such as Choti Sarrdaarni and Bahu Begum.

Explaining how its magnum opus will bolster the channel’s 8:30 pm timeslot, Nina Jaipuria, Head, Hindi Mass Entertainment & Kids TV Network, Viacom18, said, “This is a very differently narrated Ramayan from the perspective of Luv and Kush, something that has never been done before. This is a show that will definitely strengthen our prime time offering big time – it is bang in the middle of a very competitive, fertile slot and we hope the viewers will embrace it wholeheartedly. We have also reunited with Swastik Productions for this production, an association that we are thrilled about. They always bring some genuine magic to the table with every project.”

While the show is powered by India Gate Basmati rice, Jaipuria is confident that once it goes on air and people start to view it, there will be many more advertisers on board. Speaking of the marketing campaign Colors is rolling out for the show, Jaipuria said, “Other than the usual mass media that we will leverage for this show’s promotion, the big innovation we are doing this time is the Bhakti Ki Yatra. This is a mobile darshan, a procession that will go around 5-6 cities in Uttar Pradesh. It allows viewers to actually witness the story of Ramayan through holograms.” She expects that this activation will definitely see resonance among viewers in the heartland of UP, the land of Ram. “In addition, we will continue to innovate on digital and we have an exciting first of sorts, a really interesting association with Google. For this show, Google Assist will help you to interact with the actors and the cast of the show,” she adds.

Ram Siya Ke Luv Kush also sees Colors partner once again with Swastik Productions, whose forte has been mythological and historical storytelling. Speaking at the newly launched show, Producer Siddharth Kumar Tewary, Swastik Productions, said, “This is the biggest and the most revered story of our country. My vision is to take our nation back to its roots. It will not just entertain the viewers but will also educate us about our values and our culture. We have made the story relevant to today's youth as I believe it's very important for them to understand our core. The visualization and the presentation is of the highest standards on Indian television and I am hoping that the entire family can watch this series together to understand the story of our roots, the story of our nation.”

Speaking about the concept of the show, Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, Viacom18, said, "Ramayan, the eternally universal unifier, is an embodiment of our strong culture, which brings alive the virtues of faith, love, bravery, brotherhood, and sacrifice. Ram Siya Ke Luv Kush will highlight the part of Ramayan which puts the spotlight on Lord Ram and Goddess Sita’s sons Luv-Kush, and how they became instrumental in completing Ramayan. The show scales up in terms of detailing in every aspect including storytelling, production value, special effects, and we are hopeful that our vision turns out to be one of the biggest mythological entertainers for our viewers.”

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