Sony to spend Rs 20 million on promoting YRF’s new fiction

MUMBAI: Sony Entertainment Television is launching a new finite fiction series produced by Yash Raj Films (YRF) Television starting 14 February.

Sources say Sony is spending over Rs 20 million to promote Kismat, a show that targets young and urban audiences.
The 15-week show will air Monday-Thursday at 10.30 pm. This is the first daily show by YRF TV on Set. It covers 60 years in the post Independence era in its 60- episode run.

Says Set marketing head Danish Khan, “For Kismat, like Khotey Sikkey, we are targeting young audiences. News savvy, mall going urban audience are the main focus. We have a TV and radio plan in place and exhaustive BTL (below the line) activities are planned for cities like Delhi, Mumbai, Pune and Ahmedabad.” 
Khan however, declined to comment on the marketing spend.

Loosely based on the story of Jeffery Archer’s famous novel Kane and Able, Set’s new show revolves around two central characters - Aditya Merchant and Kabir Khan.

Merchant is the heir to a rich industrialist family born with a silver spoon. He has access to all the privileges and was taught early in life that winning is all that matters. Being a true Merchant, he has made winning his habit in everything he does.

Kabir Khan, on the other hand, is fated for a life full of struggles. Born a Muslim, he is adopted by a Hindu family. He has to face adversities early in life which mould him to become an aggressive go getter who stops at nothing and nobody. Kabir’s sole agenda is to get rich and be powerful.
Set EVP and business head Ajit Thakur said, “Kismat, the second show from YRF after Khotey Sikkey this year, is a powerful emotional epic saga set on a grand scale; two powerful characters with their own points of view juxtaposed against each other will bring out all the elements of drama and compelling storytelling, just the qualities YRF is known for.”

Adding details about the show, YRF Television vice president and creative head Ravina Kohli said, "Kismat is an epic set across a period of 60 years beginning at the stroke of the midnight hour when India got her independence. It is a story of ambition, greed, friendship, betrayal, loyalty, family values, love, romance and a lot more. We are venturing into daily soap territory for the first time with the strong backing of our partners Sony Entertainment Television and we hope Kismat will resonate with a wide audience cutting across age and gender because of its universal appeal."

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