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Colors to expand weekend prime time with the launch of ‘Mahakaali’

MUMBAI: Hindi GEC Colors is expanding its weekend prime time with the launch of the mythological show ‘Mahakaali: Anth Hi Aarambh’.

Colors is opening the 7-pm weekend time band from 22 July. This will extend the channel’s original weekend content to three and a half hours. Currently, the channel has three hours of original programming on weekends, featuring shows like ‘Sasural Simar Ka’, ‘Ek Mayavi Prem Ghaata: Chandrakanta’ and ‘India Banega Manch’.

Colors currently offers a total of 11 fiction shows. With the launch of ‘Mahakaali: Anth Hi Aarambh’ on 22 July, the number will increase to 12.

Speaking about the new offering, Colors programming head Manisha Sharma said, “We are excited about bringing forth trendsetting shows like ‘Naagin’, which ruled the rating charts and the mystical ‘Chandrakanta’, which has shown great promise. Now with a show like ‘Mahakaali’, we are extending the weekend primetime to depict the story of Indian mythology’s most feared and revered Goddess. We at Colors pride ourselves on great storytelling. Today’s Indian woman is fierce and unstoppable, but she doesn’t realise her own power and potential unless faced with adversity. Mahakaali’s story is our attempt to inspire women to know their true worth.”

‘Mahakaali: Anth Hi Aarambh Hai’ is produced by Siddharth Kumar Tewary’s Swastik Productions, which is also producing Colors’ popular show ‘Shaani’.

The new show will delve into the pages of Indian mythology to reveal what makes Kaali untameable and limitless. It will focus on bringing evil to its rightful end, to make way for righteousness and positivity.

The show will star Pooja Sharma as Maa Kali and Sourabh Raaj Jain as Mahadev. It will also feature Falaq Naaz as Goddess Saraswati, Nikita Sharma as Goddess Laxmi, Akash Kumar as Lord Brahma, Gagan Kang as Lord Indra, Abhaas Mehta as Shumbh, Danish Akhtar as Nishumbh, and Arjit Lavania as Nandi.

Talking about the show, producer Tewary commented, “Bringing alive the mystic imagery of Maa Kaali for the television viewers is no ordinary feat. Goddess Kaali has a deep purpose which is often overlooked and scarcely understood. We have worked tirelessly in creating a magnificent canvas which does justice to her ferocity and underlines the core reason of why she came into existence and how is it relevant to the viewers today. We are utilising high-end VFX and prosthetics to highlight the fantastical element in the story, in keeping with the mythological era. Intense research has led us to the ideal depiction on-screen, and we hope that the viewers like ‘Mahakaali’ as much as they have supported ‘Karmphal Data Shani’.”

To promote ‘Mahakaali: Anth Hi Aarambh Hai’, Colors has devised an extensive 360-degree marketing and digital plan involving different mediums such as print, television, cinema, radio, OOH, etc. The channel has also planned a series of ATL and BTL promotional activities to create a top-of-mind recall amongst target audiences.

Colors’ recent launch, the fantasy series ‘Chandrakanta’, which replaced ‘Naagin 2’, has received good initial response and figured among the top 5 shows on the Hindi GEC charts.

The channel is going to further strengthen its weekend with the launch of its popular show ‘Khatron Ke Khiladi Season 8’. The show will soon go on air at 9 pm, replacing ‘India Banega Maanch’, which is in its finale week. The date of the launch has not been revealed yet.