Posted:
Karam Apnaa Apnaa to replace Kavyanjali
Chaya Unnikrishnan
Posted online: Friday, August 11, 2006 at 0000 hours IST
"Any story that starts off with relationships can go on endlessly but one that starts with a purpose has to end," says Shailaja Kejriwal, Creative Director, STAR Plus. She is talking about the reasons for ending Kavyanjali which started as a thriller with family elements in it. Yet, there was a time when the channel was dragging Kavyanjali. Agrees Shailaja, "We did try stretching the storyline but later we realised that there was no point in doing so." Thus Kavyanjali, which started off as a finite thriller, is drawing to a close and in its place is coming Karam Apnaa Apnaa, a family saga from the stable of Balaji Telefilms. To be aired from August 29 at 9.30 pm, Karam Apnaa Apnaa is the story of Gauri who hails from a small hamlet of West Bengal. She is a very simple girl without any ambition, and has dedicated her life to make her father and sister happy. Her only dream is to get married but when Gauri is on the threshold of marrying her fiance', Shashank - destiny has something else in store for her... Since the serial has Kolkata as its backdrop, the initial episodes are being shot there. Later the scene will shift to Mumbai and its interiors. Till recently, the serial was called Kasturi. So what prompted them to change the title? Shailaja confesses that they were looking for something which "made a statement like Kyunki Saas Bhi Kabhi Bahu Thi or Kahaani Ghar Ghar Kii . It signifies that there are many layers to it. Merely a name like Miilee or Kasturi doesn't mean anything." Karam Apnaa Apnaa has a fairly new girl Pallavi Subhash playing the protagonist Vidya. She had earlier done a small role in Tumhari Disha and is currently doing ETV's Marathi serial Chaar Diwas Saasuche. The others in the cast include Roopa Ganguly of Mahabharat fame, Apara Mehta, Salil Ankola and Delnaazz Paul.
The 9.30 pm slot is very important for any channel. Not surprisingly, the promotions are being planned in a systematic manner. According to Satya Raghavan, Mktg, STAR India, "the show is primarily targeting the viewers aged between 15 and 24 which will spillover to those over 25 to 40." The protagonist of Karam Apnaa Apnaa is on the verge of getting married, so all those who are in the same phase of their lives will identify with her, feels Satya who has planned all their campaigns around that concept. The team has zeroed down on three main aspects a person about to be married undergoes. Shopping for bridal outfits, traditional households referring to astrologers and last but not the least selecting the venue for the D-day. "We are putting a programme together which will reach all these touch points," avers Satya. Accordingly there will be contests woven around the theme for people who are on the verge of tying the knot in the next six months. All this besides their on-air promos on television, radio, print ads and hoardings.
Chaya Unnikrishnan
Posted online: Friday, August 11, 2006 at 0000 hours IST
"Any story that starts off with relationships can go on endlessly but one that starts with a purpose has to end," says Shailaja Kejriwal, Creative Director, STAR Plus. She is talking about the reasons for ending Kavyanjali which started as a thriller with family elements in it. Yet, there was a time when the channel was dragging Kavyanjali. Agrees Shailaja, "We did try stretching the storyline but later we realised that there was no point in doing so." Thus Kavyanjali, which started off as a finite thriller, is drawing to a close and in its place is coming Karam Apnaa Apnaa, a family saga from the stable of Balaji Telefilms. To be aired from August 29 at 9.30 pm, Karam Apnaa Apnaa is the story of Gauri who hails from a small hamlet of West Bengal. She is a very simple girl without any ambition, and has dedicated her life to make her father and sister happy. Her only dream is to get married but when Gauri is on the threshold of marrying her fiance', Shashank - destiny has something else in store for her... Since the serial has Kolkata as its backdrop, the initial episodes are being shot there. Later the scene will shift to Mumbai and its interiors. Till recently, the serial was called Kasturi. So what prompted them to change the title? Shailaja confesses that they were looking for something which "made a statement like Kyunki Saas Bhi Kabhi Bahu Thi or Kahaani Ghar Ghar Kii . It signifies that there are many layers to it. Merely a name like Miilee or Kasturi doesn't mean anything." Karam Apnaa Apnaa has a fairly new girl Pallavi Subhash playing the protagonist Vidya. She had earlier done a small role in Tumhari Disha and is currently doing ETV's Marathi serial Chaar Diwas Saasuche. The others in the cast include Roopa Ganguly of Mahabharat fame, Apara Mehta, Salil Ankola and Delnaazz Paul.
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