MUMBAI: Zee Entertainment Enterprises Limited’s (Zeel) Hindi entertainment channel Zindagi, has announced the launch of the first of its two planned original fiction serials Bhaage Re Mann. The show will premiere on 30 November 2015 at the 8:30 pm primetime slot. Zindagi will launch the other show in the month of December - Aadhe Adhoore.
'Bhaage Re Mann' is a roller coaster ride of humour, emotion and romance. It is a story of a woman who had kept herself from getting tied down to societal norms and stereotypes for 39 years and has to now rise to the occasion and don a role she has kept away from. She is a modern Indian woman and through her innovative and quirky take on life, deals with her challenges head on and helps the ones she loves to see life and face their problems differently. The show, being a lighter take on the problems and issues of life, follows the underlying mantra - Follow your heart!. Produced by Positive Thinkerz, Bhaage Re Mann will be a finite series and will run over a period of six months with approximately 150 episodes
Karuna Pandey will be seen enacting the lead character of Padmini, a woman with a free-spirited attitude and will be supported by Nupur Alankar, veteran Dr. Ved Thapar, Chandan Anand, Priya Marathe and Ankit Narang amongst others.
“Reinforcing its commitment to its viewers in its second year of programming, Zindagi embarks on a new journey with refreshing content for the modern Indian viewer. With the launch of Bhaage Re Mann, the channel introduces storylines produced in India that will surely break the shackles of age-old stereotypical content that we see on Indian TV," said ZEEL chief business officer Sunil Buch.
Zindagi and FTA Hindi GEC cluster head Priyanka Datta told Indiantelevision.com, “We had started with a lot of concepts that we worked upon and only then have we finalized on a couple that will be launched in the coming months. This is our first offering to the viewers. With the launch of our original fiction content, we turn the spotlight on the immense talent pool that we have present in our own country. Bhaage Re Mann is a reinforcement of our style of storytelling, one that is distinctive with a strong narrative.”
Bhaage Re Mann producer & writer Mitu informed, “Indian television is going through a revival of content lately, and Zindagi, known for its path breaking content, brings an interesting series about a contemporary evolved Indian woman who is unapologetic of the choices she makes. Her mantra is simple: live life the way you see it and enjoy every moment of it. Keeping in mind the sensibilities of the channel, Bhaage Re Mann, is sure to resonate with the viewers and bring a smile that will help them look at life’s simple issues in a positive way. I am extremely happy to present one of the first Indian content shows on the channel that is thought- provoking and entertaining…on simple pleasures of modern living.”
The creatives for advertising and promotion of Bhaage Re Mann will be done by FCB Ulka. The show already enjoys a lot of buzz across all social platforms. The channel has also tied up with Radio Mirchi as its official radio partner. The outdoor marketing for the show will be tailored to spread good messages in a quirky way. The channel has roped in E-commerce venture Limeroad as the presenting sponsor while the show is powered by McCain.
The channel’s brand positioning is based on the fact that even if people across the world are culturally different; celebrate different festivals, the stories of their lives and the emotions felt are universal and that binds people together and bring them closer. Based on this proposition, Zindagi started with airing content from Pakistan and has also introduced a show from Turkey and produced its first original reality series, Shukriya.
