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Rajshri Productions to make first show for Colors
MUMBAI: Rajshri Productions will make its first show for Colors. ‘Ek Shringaar…Swabhimaan’ will premiere on the Hindi general entertainment channel on 19 December.
The series will air every Monday to Friday at 9.30 pm.
Set in the small town of Bundi in Rajasthan, which is deeply rooted in Marwari culture, the show highlights not only the determination of a single mother to provide the best education for her daughters but also her struggle to find a suitable match who will accept her highly qualified daughters.
Speaking about this new offering, Colors CEO Raj Nayak stated, “We as a society often do not give enough credit to the women for the value they add to our lives. Though now we have opened up about educating the girl child, still when it comes to marriage, we find people wanting to clip the wings of the girls and confine them to measly roles. Our latest offering attempts to change that mindset. The show highlights the importance of being self-reliant and at the same time uphold the tradition and values of our culture. With Sooraj Barjatya’s magic touch and a platform like Colors, ‘Ek Shringaar…Swabhimaan’ with its vibrant backdrop is sure to strike a chord with the viewers.”
‘Ek Shringaar…Swabhimaan’ introduces a single mother Sharda as she undergoes several hardships to provide the best upbringing and education for her daughters Meghna and Naina.
Speaking about the show, Rajshri Productions producer Sooraj Barjatya said, “Today girls are working in every field, even earning more than their partners. When we are encouraging them to get the education that they are capable of, then shouldn’t we give them the freedom to say “no” to a marriage proposal if they don’t like it? Why does the society then tag her success as “abhimaan” when it is “Swabhimaan”! This is a story of a middle-class Indian mother, who wants to prove through her daughters, who are IIM and IIT toppers, that today’s girls can be chairpersons of companies and also run their household with equal pride and prowess. It’s time we encouraged them!”
The show will feature Prachee Shah Paandya, Sangeita Chauhan and Ankita Sharma in leading roles. They will be supported by Kanwarjit Paintal, Vinay Jain, Sahil Uppal, Sweta Mahadik, Suchitra Pillai, among others.
Commenting on the launch of the show, Colors programming head Manisha Sharma stated, “The concept is unique simply because it questions the contrasting principles of our society. We are all about educating our daughters, but how many households are actually open to letting their daughter-in-laws pursue their careers? Here’s a strong-willed mother who just has one request to the world—allow my daughters to work. Don’t let their education go to waste. ‘Ek Shringaar…Swabhimaan’ addresses this thought head-on by laying focus on values like self-respect and self-worth which have been inculcated through a mother’s upbringing. The show marks our first collaboration with Rajshri Productions whose penchant for beautiful storytelling and powerful narratives has gripped audience attention on television and in films. We look forward to a long and fruitful partnership.”
To promote the show, Colors has devised an elaborate 360-degree integrated marketing campaign including mediums like print, broadcast, OOH, radio, etc. The channel will also promote the show digitally, by engaging viewers across social media platforms like Facebook, Twitter and Instagram.
Rajshri Productions has lined up three other shows. They are for Star Plus, Sony and Zee TV.