Television

Blitz ensures buzz around Sanyukt's replacement elderly love-story "Aisi Deewangi...", on air from 22 May

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MUMBAI: They were born to hate ... but destined to love! Zee TV’s next primetime fiction offering Aisi Deewangi ... Dekhi Nahi Kahin is an action-packed love story of two young passionate souls, the dynamics between whom are more likely to develop into intense hatred rather than love. Based in the hinterlands of Gujarat, the story focuses on Tejaswani and Prem, but the epicenter of all the drama is Dharam Singh Rathod, Prem's father and a dreaded don of yesteryears.

Tejaswani and Prem are poles apart in personality and come from diverse family backgrounds. With Tejaswini's father being an honest, upright, martyred cop, nothing between her and Prem could even be faintly similar. It is circumstances that result in them fiercely locking horns. The show starts on 22 May, airs every Monday to Friday at 7:30 PM, only on Zee TV.

The 52-year-old retired don Dharam Singh Rathod has a constant fear that his past will come back to haunt him in the present. His son Prem is a spirited, young man with swagger bordering on arrogance, his own set of strong principles and above all, an undying devotion to his much revered, influential father. Tejaswini, having lost her father at a tender age, is a feisty, firebrand who stands up tall and strong for fairplay and justice. She is physically strong and agile, can crumble someone’s confidence with the power of her penetrating eyes.

Tejaswani has grown up hearing stories of her father’s valour and courage. He was in the police department and died to become a martyr fighting evil. She, in a turn of events, finds out that her father was mercilessly killed in a crowded market by none other than Dharam Singh Rathod. What ensues then is a dramatic, action-packed, romance that is tainted with the thirst for revenge.

Veteran Gujarati theatre and film actor Rasik Dave will play the character of Dharam Singh Rathod, who doesn’t instill fear in people but still commands respect! After a series of auditions, debutante Jyoti Sharma has been cast as Tejawani. The handsome Pranav Misshra will be seen making his debut as the hero of the show.

The show is supported by a high-decibel marketing campaign that will bring alive the concept through a thought mnemonic of ‘Deewangi meter’ across mediums – print, radio and outdoor. Digitally, the channel has collaborated with user-generated content website AKKARBAKKAR.COM to showcase eight real life stories of love against all odds. On radio, RJ’s will engage the listeners with real-life, absolutely fun and uncanny deewangi stories and key markets will see interactive and distinct outdoor hoardings.

Deepak Rajadhyaksha, Deputy Business Head Zee TV shares, ‘Aisi Deewangi ... Dekhi Nahi Kahin is an action-packed love story – our single-screen mass entertainer on television. It is a rollercoaster of fiery emotions, friction, power-play, love, deceit, manipulation, revenge and much more. It explores love against all odds, love between the most unlikely. The show has all the essential elements of a complete entertainer with universal appeal, cutting across barriers of age, gender or class. We have a robust, innovative 360-degree marketing campaign to ensure optimum buzz around the show in its launch phase. Aisi Deewangi .. Dekhi Nai Kahin replaces our family drama Sanyukt at 7:30PM, a show that was a differentiated concept on television with its lead pair being an elderly couple.’

The show is produced by Dee Jaa Films and Pixx Entertainment. Producer Aastha R. Naad from Dee Jaa Films shares, ‘Aisi Deewangi.. Dekhi Nai Kahin is the first show on Indian television to explore unforeseen aspects of a retired don’s personality, his values, aspirations, fears and insecurities. Our leading lady Tejaswini is truly aspirational and inspiring, constantly standing up for justice. Tejaswini represents the woman of today, who is not purely emotional but has a sense of balance between emotions and righteousness. She thinks from both her right and left brain. Her sense of justice is strong enough to even make her lock horns with her own family members if need be. Each of our show’s characters are strong, well-etched and author-backed with intense drama that will unfold between them at a racy pace. It’s an entertaining love story and has the masala of both film and television amalgamated in to one”.

Will an undeniable spark ignite between Tejaswini and Prem against the backdrop of Dharam Singh Rathod’s underworld history?

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