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MUMBAI:
In a bid to beef up its weekday prime time, Sony Entertainment
Television is launching Amber Dhara in the 9 pm slot.
Based
on conjoined twins, the show will kick off on 24 September
and will air from
Monday to Thursday. It will replace Ek Ladki Anjaani Si
which is currently on air from Monday to Wednesday and
Roobaru on Thursday.
"We
have been consistently delivering strong weekends and attempting
to develop a fresh habit forming fiction content on weekdays.
Our programs like Durgesh Nandini and Virrudh
are examples of it and Amber Dhara will further strengthen
our viewership," said Set EVP and business head Albert
Almeida.
 Going
beyond the conventional saas-bahu drama, Sony's new show is
looking at capturing audiences by addressing a very different
issue. Almeida said, "Amber Dhara is yet another
clutter-breaking effort that reinforces our belief of delivering
differentiated, progressive and unique storylines. The emotional
engagement in the show and the beautiful bonding of the characters
Amber and Dhara promise to keep the viewers glued with its
engrossing storyline and powerful characters."
The
show is about the conjoined twins whose boundless zest for
life and a never say die spirit makes them adorable. Brought
up in this small hill-station, Amber and Dhara grow up as
two very distinct personalities. Amber is gutsy and takes
on situations hands on while Dhara is more realistic and takes
her time with decisions.
The
show has been produced by Swastik Pictures which is launched
by Siddhartha Tewary and Vikas Seth.
Speaking
on the concept Tewary and Seth said, "The idea of conjoined
twins was conceived and developed in to a storyline as we
were looking at presenting a show that would break the current
generic saas-bahu trend; a story that would inspire people,
because of the lovable and relatable characters, who with
their indomitable spirit will warm hearts and homes."
In
an attempt to get maximum people to sample the show, the channel
has kicked off the first phase of campaign with on-air promos
running across the network as well as on news channels like
IBN7, Aaj Tak and kids channels like Hungama TVand a few regional
channels.
"By
running promos across various channels we will get to tap
a variety of viewers and with kids channels we will also target
the house wives who are the passive viewers," said Set
SVP marketing and communication Aseem Kapoor.
Elaborating
on the marketing campaign Almeida said, "Entire campaign
is built to create an intrigue around the show. We are using
regular daily objects like joint chairs, showers and cycles
in the teasers to do that."
The
channel is running 2000 promos across the network and 2500
promos across other channels. They have roped in Big 92.7
FM as the radio marketing partner for the show.
The
show will also be supported by plugins in the marquee properties
of the channel like CID, Indian Idol3, Jhalak Dikhla
Ja and Boogie Woogie.
The
on-air campaign will be backed by on ground activities across
eight cities including Ahmedabad, Rajkot, Surat, Varanasi,
Lucknow.
The
repeat telecast of the show is scheduled for 12:30 pm from
Monday to Thursday and an omnibus on Friday 12:30 pm to 2:30
pm.
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