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MUMBAI:
Life OK is attempting to do something bigger now. As the channel
will complete its one year of launch in two months, it is
gearing up to launch a new offering on the occasion of Dussehra-Diwali.
Life
OK is coming up with a musical/dance drama on Lord Ram and
his life titled ‘Ram Leela’.
The
special five episodic series will air every Sunday at 8 pm
starting from 21 October to 18 November.
According
to the channel, this will be the first time that there will
be a television show that will have everyone related to Bollywood
working on it, be it the star cast that includes Rajneesh
Duggal (as Ram), Richa (as Sita) or the music composer Anu
Malik or the lyricist Swanand Kirikire. The channel has roped
in Ajay Devgn as the narrator of the show.
Life
OK business head Ajit Thakur said, “For us, it was a
very natural thing to come up with something like this. Life
OK has always talked about stories where there is relevance
to today where one can learn something. In the period between
Dussehra and Diwali, Ram’s story is something that every
Hindu talks about. So we wanted to tell them Ram’s story
and we have packaged it in a way which is very ‘life
ok’. There are 21 songs that we have created in five
episodes. It will have lot more entertainment and it is on
a different scale."
Thakur
feels that the biggest marketing of the show is to get Devgn
on board to present the show. The show is being promoted heavily
including across 50 channels outside Star Network.
The
print campaign will roll out on the day of launch across newspapers.
Since it is a musical show, the channel also plans to tie
up with radio channels to promote the show.
The
channel has roped in Emami, Lux and Cycle Agarbattis as associate
sponsors while it is still talking to brands for presenting
sponsorship.
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