Mumbai: In a bid to strengthen its programming lineup, Hindi GEC Colors is set to launch new romantic drama “Spy Bahu” on 14 March at 9 p.m. Produced by Ashvini Yardi’s Vinyard Films, the show features Sana Sayyad and Sehban Azim in the lead.
"Colors has always believed in curating differentiated and relatable content for the viewers. Having recently launched a variety of unique fiction offerings like ‘Naagin 6,’ ‘Parineetii,’ and ‘Swaran Ghar,’ we are thrilled to add to our robust lineup, a new romantic drama, ‘Spy Bahu,’” said Viacom18 head Hindi mass entertainment and kids TV network Nina Elavia Jaipuria. “This show will bring to the audience an exciting new concept, and we are certain that they will find this unusual love story of a spy an absolute treat to watch.”
“Spy Bahu” follows the journey of a spy Sejal who sets out on a mission to uncover a suspected terrorist Yohan Nanda but ends up falling in love with him.
“It gives me great joy to collaborate with the channel that I have been an integral part of during its inception,” said producer Ashvini Yardi. “It feels like a homecoming, and I am proud to announce, ‘Spy Bahu,’ my first show with Colors that highlights an invigorating love story with the riveting touch of espionage. Sejal and Yohan’s story is beautiful and absolutely romantic but is shrouded in mystery. The viewers are in for a delight, and I am very excited to see it come alive on screen.”
Colors has devised a robust marketing and digital campaign for the launch of the show. The channel kickstarted the campaign in a strategic partnership with Kareena Kapoor Khan for the promos of the show. The promos were aired on various television channels including Hindi news, movies, music, kids as well as regional channels.
A range of impactful ads across English, Hindi and regional print publications are also being targeted. On the digital front, the channel has created fun spy vlogs with the lead character Sejal (Sayyad) who took the viewers on a behind-the-scenes tour of “Hunarbaaz- Desh Ki Shaan” and “Choti Sarrdaarni.” The actor also reacted to spy confessions from netizens during this initiative.
Colors has also collaborated with top comedians with a high social media following to create quirky skits around the title and plot of the show. An extensive media plan is also being implemented across mediums namely Facebook, YouTube, Zapr to increase the awareness of the show.
"The fascinating combination of love stories and spy thrillers have traditionally held a tremendous impact on our masses,” said Viacom18 chief content officer Hindi mass entertainment Manisha Sharma. “'Spy Bahu' is a beautiful blend of romance, thriller, drama and intense yet relatable characters. We are confident that this show’s plot will weave a powerful intrigue as viewers witness Sejal's journey from becoming a spy to falling under the trap of love. We are excited to work with Ashvini, who has been a part of the Colors family and we look forward to a great partnership."
