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.