MUMBAI: After launching the one-hour weekly drama Vaidehi in the 10 pm slot on Mondays, Sony Entertainment Television (SET) India will now launch a thriller cum drama - Akela - on Tuesday at 10 pm.Akela, which will launch on 4 July as an hourly show, will soon be followed by two new shows at 10 pm slotted for Wednesday and Thursday. With these, the new programme launches at Sony, which began with the Friday lineup revamp, will culminate.

SET India COO NP Singh said, "We have always taken pride in giving our viewers very distinctive and innovative programming that makes for wholesome family entertainment. With Akela, we are dealing with supernatural along with drama, an entire new genre that will throw new insights on the topic that has never been dealt with on television. The show comes from Fireworks and BP Singh, who have given successful thrillers like CID and Aahat, only reiterates our faith and confidence in the project. With Akela, we plan to take suspense dramas and thrillers to a different level."

Producer director BP Singh added, "Akela will be a soap with a difference. We are trying to break new grounds with a combination of soap and supernatural element. We have done popular thrillers in the past, but with Akela we are attempting to move into other areas."

Sony has tied up with cinema halls where Akela trailers will run along with movie trailers like Krissh. The channel has unleashed a 360 degree multimedia campaign comprising print, television, outdoor and internet. "The print campaign for Akela will begin on 4 July. The campaign will also have an extensive outdoor presence via railway stations, bus backs, bus shelters and malls. We have also tied up with radio and cable channels for cross promotion," said SET India senior vice president and programming head Anupama Mondloi.

Akela stars Sudhanshu Pandey, Sumeet Raghvan, Ashka Goradia, Pankaj Dheer, Mihir Misra, MAhii Vij, Nandita Puri, Navni Parihar and Viju Khote amongst others.