Colors to reshuffle prime-time line-up with launch of ‘Dastaan-E-Mohabbat’

MUMBAI: Hindi GEC Colors is reshuffling its programming line-up with the launch of historical saga ‘Dastaan-E-Mohabbat Salim Anarkali’. The show will air Monday-Saturday at 8.30 pm from 1 October.

The new show will replace drama series ‘Udaan’ which will be shifted to 7 pm slot. ‘Internet Wala Love’, which currently airs at 7 pm will be moved to 6.30 pm time band while ‘Savitri Devi College and Hospital’, which aired in the 6.30 pm slot will go off–air.

Produced by Writers’ Galaxy, ‘Dastaan-E-Mohabbat Salim Anarkali’ narrates the romantic story of a young crown prince Salim and a beautiful courtesan Anarkali which shook the foundation of the Mughal Empire. The show has two sponsors Dabur Red Paste (presenting) and MDH Deggi Mirch (powered-by).

Art-director-Omung-Kumar,-Manisha-Sharma,-Chief-Content-Officer-Hindi-Mass-Entertainment-at-Colors

‘Dastaan-E-Mohabbat: Salim Anarkali’ stars Shaheer Sheik as Salim and Sonarika Bhadoria as Anarkali. The show also boasts of an ensemble cast with veteran actor Shahbaz Khan essaying the role of Akhbar, Gurdeep Kohli Punjj as Jodha and Aruna Irani as Hamida Begum along with Piyush Sahdev, Tasneem Sheikh and Parvati Sehgal who will play the pivotal role.

Viacom18 chief content officer Hindi mass entertainment Manisha Sharma said, “Set against the historical backdrop, the show recounts the epic love story of Prince Salim who is in love with a kaneez, Anarkali. The society’s disdain for this forbidden love coupled with his father Akbar’s animosity makes Salim not only a rebel but also ready to relinquish the throne – thereby making this tragic tale a compelling story. We have roped in some fine actors like Shaheer Shaik, Sonarika Bhadoria, Gurdeep Kohli Punjj and Aruna Irani amongst others to play these larger than life characters. This unique narrative on Colors is sure to grip the viewers as it is a portrayal of an era that we have grown up both watching and reading about. It’s time to retell this evergreen love saga for this generation.”

Writers’ Galaxy Producer and Creator of ‘Dastaan-e- Mohabbat: Salim Anarkali’ Anirudh Pathak commented, “The show brings in the dynamism of the Mughal Era and will depict the courtship of Salim and Anarkali. With advanced technology and great creativity, we are looking forward to give our audience a brilliant cinematic experience. Keeping in mind the grandeur of the show – we have the best team on board to help reflect this version of history that has greatly been written about.”

The channel has planned an integrated 360-degree campaign that will witness an extensive play out of larger than life promos both across the network and on other broadcast channels. Across HSM, the magum opus will be brought alive through billboards whilst the daastan of love will be heard on the radio as well. For print, there will be tune in ads on the day of launch.

Furthermore, a monument Imaarat–e–Ishq has been constructed in Delhi that doesn’t just tell the tale of love but listens too. Key Mumbai metro stations will be branded with Dastaan-E-Mohabbat Salim Anarkali posters and will witness the era come alive with an Anarkali Dance Flash Mob/ Mughal Arch Gates and branding.

Tapping an unconventional medium of traditional clothing boutiques, Colors has also branded boutiques with the show creatives in Delhi.

On the digital front, the channel has planned a slew of activities on social media platforms like Facebook and Zapr, a 360-degree tour to bring audiences the spectacular sets, a dedicated Salim Anarkali photo gallery and a motion graphic post.