MUMBAI: Colors is planning to go all out to promote its new show Thapki… Pyaar Ki, which will launch on 25 May. The show will be aired from Monday to Saturday in the 7 pm slot, thus pushing the existing 7 pm show Shastri Sisters to 6:30 pm.
Colors has chalked out a robust 360-degree marketing blitzkrieg to generate optimum buzz for Thapki… Pyaar Ki across all key Hindi speaking markets. Each medium including print, radio, cross channel, cable, mobile and Direct-to-Home (DTH) will have a customized message to publicize the launch of the campaign.
For high-octane visibility on the launch day, the radio campaign will see the lead character Thapki (played by actor Jigyasa Singh) engage with listeners across all major stations. The tune-in ads will encompass all major publications in Delhi, Uttar Pradesh, Gujarat, PHCHP and Madhya Pradesh.
Additionally, an outdoor campaign will include large format billboards and announcements at railway stations. Promos of the show will also run across select cinema halls along with some persuasive BTL activities. Contextual promos will be played during the Indian Premier League (IPL) in the Hotstar and Star Sports mobile apps.
The central character of Thapki… Pyaar Ki shows how survival is not just of the fittest but also of the most resilient and optimistic and no one knows this better than Thapki. The show revolves around Thapki’s journey of an aspiring, persevering girl, who is conscious of her strengths and confident that she will be able to face the world, drawing force from her conviction and self-assurance.
Thapki’s life is steered by her hem and haw but she chooses to move forward unperturbed notwithstanding the challenges that life throws at her in every conversation. While the encouraging pat on her back or a ‘thapki’ that makes her break her stammer and speak fluently becomes her namesake, the name christened by her parents, Vaani, never even registers with the society and only heightens the irony in her life.
Colors programming head Manisha Sharma says, “Thapki is a light-hearted yet touching story, which will motivate viewers to think that they can go beyond their limitations, and not give up on their dreams. Thapki’s mission in life is to not just survive but to thrive with passion, compassion and humour. The way Thapki’s story progresses and the conversations she has in each episode will evoke viewer empathy while strengthening their emotional connect with her. Through the journey the audience will also applaud the determination with which Thapki moves ahead optimistically to fulfill her dream of becoming a television journalist.”
Sharma added, “Thapki’s storyline will move viewers away from the stress of their daily routine, tug at their heartstrings and lead them to be inspired all at the same time! As Shastri Sisters moves to the 6:30 pm timeslot and Thapki takes over, we are confident that our audience will love Thapki’s outlook towards every small and big thing in life.”
This is yet another show from the Colors, which is a joint production by two companies - SOL and Shoonya Square Productions. Apart from Singh, who essays the title role, the show will showcase Pratiksha Lonkar as Poonam (Thapki’s mother), Shakti Singh as Krishnakanth (Thapki’s father) and Sheena Bajaj as Aditi (Thapki’s sister) amongst others.
Speaking about their first production for Colors, Shoonya Square Productions’ Ved Raj said, “We have shot extensively in Agra for this show as the Taj Mahal forms a very intrinsic part of Thapki’s life. Her approach towards life will only make you question the harsh ways of the society and how heartless we are towards people with shortcomings.”
Elaborating further, co-producer and writer, Dheeraj Sarna said, “Thapki…Pyaar Ki is an attempt to applaud and admire those people who don’t succumb to defeat due to their shortcomings but win over them and move forward in life.”
It now remains to be seen whether Thapki gets a pat on the back or not from its discerning audience when it launches on 25 May.
