Zee Marathi launches ‘Lakhat Ek Amcha Dada’

Zee Marathi launches ‘Lakhat Ek Amcha Dada’

The show's unique narrative demanded a campaign of grand proportions

Zee Marathi

Mumbai: Zee Marathi has launched its new cinematic television show, "Lakhat Ek Amcha Dada", with the ambition to set new standards in Marathi GECs. The premise of the show based on the brother-sister bond is unique and not explored on Marathi television. To capture the authentic beauty and culture of Maharashtra, the show was filmed on location in Satara. The characters' journeys are depicted on an unprecedented cinematic scale. The show's unique narrative demanded a campaign of grand proportions, to captivate audiences across Maharashtra. From the initial release of the promotional video on social media, the response was nothing short of phenomenal, sparking excitement and anticipation. The campaign, powered by music, features the "Lakhat Ek Amcha Dada" song, set to become the Marathi brother-sister anthem.

The launch of the show was befitting its cinematic feel when a larger-than-life 30-feet cutout of the character ‘Surya Dada’ was unveiled in Satara, where the storyline is based. This initiative created buzz and garnered attention at the grand premiere with the press and audience alike. The cutout was unveiled by the main cast of the show, Nitish Chavan, and Disha Pardeshi, along with the show's producer, Shweta Shinde, in the presence of a live audience.

The activity was followed by an on-ground premiere of the show for audiences and press alike. The response and the anticipation generated for the content have been heartening. In line with the scale of the campaign, airing a ‘Curtain Raiser’ for a fiction show was an unprecedented first for Marathi television.

Zee Marathi and Zee Kannada chief content officer Raghavendra Hunsur expressed, “‘Our latest project, 'Lakhat Ek Amcha Dada', is set to revolutionize the Marathi TV landscape with its innovative storytelling and production quality approach. This serial promises to offer viewers an unparalleled cinematic experience, showcasing a compelling narrative that delves into the intricate dynamics of sibling relationships. With a focus on themes of love, duty, and familial bonds, the show is poised to resonate deeply with audiences. This ambitious venture underscores our dedication to pushing the boundaries of television content and marks a significant milestone in Marathi television. We are proud to bring this groundbreaking project to viewers and look forward to celebrating this new era in Marathi television together.”

Zee Marathi chief channel officer V.R. Hema shared, “‘Lakhat Ek Amcha Dada’ exemplifies Zee Marathi’s dedication to captivating storytelling and engaging viewing experiences. The show highlights the beautiful yet underexplored relationship between brothers and sisters, bringing to the fore an evocative and inspiring tale of a brother who supports his sister’s aspirations and tackles the societal conditioning that inhibits them. The premiere event in Satara was a tremendous success, drawing a large and enthusiastic crowd in full support of their beloved character, Surya Dada. The energy and excitement at the event underlined the show's growing anticipation and set the stage for a remarkable television experience.”