Alchemy borrows household name 'Naagin' to create 'Ichhapyaari' series

MUMBAI: Some get inspired, others hop on to the success bandwagon and there are those who create spoofs. Whether some would want just their foot into the door using a namesake is a moot question.

As an audience, we have seen several supernatural characters on the Indian television. In recent times, from 'Naagin' to 'Makhi' and 'Gorilla' to wolfs, these were among the supernatural characters that trended on the Idiot Box. Among these, ‘Naagin’ ruled the Hindi general entertainment channels scripts for months together.

Though the concept has now grown old, Colors is among the few broadcasters who reignited this trend. After launching Naagin in 2015, broadcasters and production houses had gone gaga over supernatural series of their own.

The image of a snake in stories relayed on the Indian television is stereotypical and symbolises a negative character akin to Shakti Kapoor’s image in Bollywood. But, has one ever thought what is it being to be a snake? Do they always intend to harm human beings?

Using the character of ‘Naagin’ but in a different story line, Alchemy Productions co-founder Siddharth Malhotra, who had co-founded Cinevista, brings the friendly version of snakes in "Ichhapyaari Naagin' which will be telecast on Sab TV. Starting from 27 September, the show will be aired at 8pm from Monday- Friday.

“The idea struck me after watching 'Naagin' and 20 other shows," Malhotra said. "What would a snake think if it ever watches the show. And, what if a snake appears in front of you and says, "Hey, don’t run away. I am not that bad" are some of the ideas that germinated in our minds," he added. "And so, we thought somebody needs to change this image. It's a positive take on snakes!. It's a story from the snake’s perspective," informs Malhotra.

The story is about a 'Ichhapyaari Naagin', who stays in Naagistan (Naagland) and comes down to earth to change the perspective of people about snakes. According to the information available, the show’s production cost per episode was between 7-8 lakhs.

The show, written by Raghuvir Shekhawat, has been directed by the creative genius who directed Balaji Telefilms' 'Naagin' -- Santram Verma. Bunty Rathore has penned its dialogues and Jitu Verma was the VFX wizard.

Speaking about the comparison, Malhotra said, “Our show is not at all similar to 'Naagin' which is a genre of drama, revenge and love. 'Ichhapyaari Naagin' is a slice of life, sweet show.”

The channel has been aggressively promoting the show through mass media and campaign. The marketing campaign is to build excitement on basis of its new avatar. Outside the home network, the channel will be focusing on youth music, movies and kids. In print, they will be focusing on leading national and regional dailies. In radio, it is trying to market the show through 30 radio stations across key states.

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