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Zee TV’s new show to explore love story based in Gujarat
MUMBAI: Hindi GEC Zee TV will air ‘Aisi Deewangi.. Dekhi Nai Kahin’ from 22 May. The fiction show will air every Monday to Friday at 7:30 pm.
‘Aisi Deewangi.. Dekhi Nai Kahin’, which is produced by Dee Jaa Films and Pixx Entertainment, will replace family drama ‘Sanyukt’, a differentiated show having an elderly couple as its lead pair.
The show is an action-packed love story of two young passionate souls, the dynamics between whom are more likely to develop into intense hatred rather than love.
Based in the hinterlands of Gujarat, the story focuses on Tejaswani and Prem, but the epicenter of all the drama is Dharam Singh Rathod, Prem’s father and a dreaded don of yesteryears. Tejaswani and Prem are poles apart in personality and come from diverse family backgrounds. With Tejaswini’s father being an honest, upright, martyred cop, nothing between her and Prem could even be faintly similar. It is circumstances that result in them fiercely locking horns.
The 52-year-old retired don Dharam Singh Rathod has a constant fear that his past will come back to haunt him in the present. His son Prem is a spirited, young man with swagger bordering on arrogance. Tejaswini, having lost her father at a tender age, is a feisty, firebrand who stands up tall and strong for fairplay and justice. She is physically strong and agile who can crumble someone’s confidence with the power of her penetrating eyes.
Tejaswani has grown up hearing stories of her father’s valour and courage. He was in the police department and died to become a martyr fighting evil. She, in a turn of events, finds out that her father was mercilessly killed in a crowded market by none other than Dharam Singh Rathod. What ensues then is a dramatic, action-packed, romance that is tainted with the thirst for revenge.
Veteran Gujarati theatre and film actor Rasik Dave will play the character of Dharam Singh Rathod. After a series of auditions, debutante Jyoti Sharma has been cast as Tejawani. The handsome Pranav Misshra will be seen making his debut as the hero of the show.
Zee TV deputy business head Deepak Rajadhyaksha said, “‘Aisi Deewangi … Dekhi Nahi Kahin’ is an action-packed love story – our single-screen mass entertainer on television. It is a rollercoaster of fiery emotions, friction, power-play, love, deceit, manipulation, revenge and much more. It explores love against all odds, love between the most unlikely. The show has all the essential elements of a complete entertainer with universal appeal, cutting across barriers of age, gender or class. We have a robust, innovative 360-degree marketing campaign to ensure optimum buzz around the show in its launch phase.”
Producer Aastha R. Naad from Dee Jaa Films said, “‘Aisi Deewangi.. Dekhi Nai Kahin’ is the first show on Indian television to explore unforeseen aspects of a retired don’s personality, his values, aspirations, fears and insecurities. Our leading lady Tejaswini is truly aspirational and inspiring, constantly standing up for justice. Tejaswini represents the woman of today, who is not purely emotional but has a sense of balance between emotions and righteousness.”
The show is supported by a high-decibel marketing campaign that will bring alive the concept through a thought mnemonic of ‘Deewangi meter’ across mediums – print, radio and outdoor. Digitally, the channel has collaborated with user-generated content website AKKARBAKKAR.COM to showcase eight real life stories of love against all odds. On radio, RJ’s will engage the listeners with real-life, absolutely fun and uncanny deewangi stories. Key markets will see interactive and distinct outdoor hoardings.