Sab takes Godly route with new show ?Krishan Kanhaiya?

MUMBAI: How many times in a day do you question god on anything that goes wrong with you? That?s precisely the topic the new showKrishan Kanhaiya from Sab will address when it hits television screens from 29 June at 10:30 pm.

Produced by Garima Productions, Krishan Kanhaiya is a distinct yet light-hearted show portraying the ever confused and infuriated life of an atheist canteen manager, Kanhaiya Lal, the lead protagonist of the show. His persistent call outs and questions to Lord Krishna prompts the divine being himself to enter his life in various forms to solve Kanhaiya Lal?s struggles and answer his questions attempting to bring peace in his life.

Kanhaiya Lal firmly believes that he is a self-made man and god has nothing to do with him or his accomplishments. Whenever in doubt, nothing stops him in disputing the reality of god by dragging him to explain situations every now and then. The ever-obliging god that Krishna is, always appears out of nowhere to resolve his queries immediately by adding a funny twist and thereby teaching him a new lesson every day.

Sab senior EVP and business head Anooj Kapoor is of the opinion that the show fits well with the channel?s brand principle of ?Differentiation through innovation.?  Talking about choosing a late primetime slot Kapoor said, ?We are replacing the show with Peterson Hill, which was not doing too well for the channel. Also we want to target the youth aged between 18-22 years and I feel that 10:30 pm is a good time as the age group we are targeting mostly spends that time watching television.?

Besides this, Sab is also looking at having a repeat of the show at 7:30 pm. ?This will be for people who have missed the opportunity of watching it at late primetime,? he added. 

While comparisons are being drawn with movies like Oh My God! and PK, Kapoor offers a different perspective. ?In OMG, Krishna comes to address one particular problem, which one person is facing. But, in the show, Krishna is going to stay with the protagonist and answer all the possible questions that emerge in his mind. Not just that, the show will be more contemporary, giving examples from the current situation. As far as PK is concerned, it was in a way promoting atheism, emphasizing more on superstition. Having blind faith in god and having questions for god are two different things and hence I don?t find any similarities with PK as well,? he opined.

Krishan Kanhaiya, in every episode will give out a message to the viewers. Currently, the show has been planned for 130 episodes. ?We can extend it depending on the popularity of the show,? informed Kapoor. Close to four episodes of the show have already been shot. ?By the time we go on air, there will be a bank of seven to eight episodes, which is good enough,? he added. 

A 360 degree approach, delving into mediums across cable, DTH, multiplex, outdoor, Radio and social media will be seen as part of marketing strategy for this show launch. The promotion will not only be done on home channel but also on a mix of other channel genres.

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