21 Nov 2017
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Colors unveils family drama ‘Swaragini’

MUMBAI: Colors has unveiled a new weekday fiction show titled ‘Swaragini’ focusing on family relationships.

The show will launch on 2 March, occupying the 9:30 pm band from Monday to Friday. This, in turn, will see the channel’s historical ‘Chakravartin Ashoka Samrat’ turn into a 30-minute show.

Colors programming head Manisha Sharma said, “Drama and entertainment are two essential elements that make for a gripping television offering. As we explore the fresh backdrop of Kolkata in ‘Swaragini’, our focus remains on creating a narrative that enthrals viewers. The show will premiere in the 9:30 pm primetime slot, which will make the tale of real and identifiable characters suitable for family viewing.”

Produced by Rashmi Sharma Telefilms, ‘Swaragini’ will be an intense emotional drama showcasing conflicts between Swara and Ragini’s feuding families.

Set in Kolkata, the show tells of two neighbouring families, the Boses and the Gadodias, who have diverse value systems. Swara and Ragini, the daughters of these two warring families, have distinctly different personalities shaped by their upbringing. ‘Swaragini’ is a journey of how Swara and Ragini discover their true identities, and hold on to their family ties and ideals in a fractured environment.

Swara (played by Helly Shah) and Ragini’s (played by Tejaswi Prakash) dissimilar personalities are primarily influenced by their grandmothers Shobha (essayed by Tanima Sen) and Parvati (essayed by Alka Kaushal), who also hold tight reins over Swara’s mother Sharmishtha (portrayed by Parinita Borthakur) and Ragini’s father Shekhar (portrayed by Sachin Tyagi) respectively.

Rashmi Sharma Telefilms producer Rashmi Sharma said, “With a cast from varied cultures, our focus has been to recreate the real-life Bengali–Marwari divide to build relatability among viewers. Kolkata is a melting pot of cultures and this is the first time that we are shooting here. Every bit of our experience has been enriching and we hope that the audience enjoy our narrative through the eyes of our protagonists.”

The show builds on the love-hate relationship that runs deep in the psyche of Kolkata, a divide between the articulate, thoughtful Bengalis and the fierce, ambitious Marwaris.

‘Swaragini’ has been shot in locations across Kolkata including Howrah Bridge, Victoria Memorial, tram lines between Kidderpore and Dalhousie, Kalighat temple, Millennium Park, Dakshineshwar Kali temple and more.

To ensure that the authentic feel of Kolkata trickles through the entire show, a special set has been designed in Mumbai to recreate the charm of Kolkata.

To promote the show, Colors has chalked out a 360-degree marketing campaign that includes on-air promotions, outdoor media, communications strategies and digital initiatives. The campaign aims to drive concentrated engagement with the consumers via various mediums to create maximum buzz and eyeballs for the show.