Dailypioneer - Ek hai promotional-KK

SUNDAY, 03 MARCH 2013 12:46

PIONEER

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Producers come up with various innovative ideas to promote their movies but Ekta Kapoor has gone one step ahead and made 16 episode series Ek Thhi Nayika featuring her favourite leading ladies from the Balaji camp to promote her film Ek Thi Daayan. SANGEETA YADAV spoke with a few of these nayikas to find out more

We have seen Amir Khan shaving his fans' heads as a promo for the movie Ghajini. We have seen Vidya Balan with a baby bump just before the release of the movie Kahaani. We have seen Anil Kapoor shooting a gang war scene from the movie Shootout At Wadala at a parking lot. These are only some ways where the actors, producers and productions houses have gone all out to promote their upcoming films. Due to the tag of the Rs100 crore club, the promotion of the movie has become more important than the storyline itself.

And if the movie happens to be from Ekta Kapoor's kitty, the promotion of the film can only be larger than life. So, it is not surprising that a 16 episode serial is going on air on Life Ok from March 9, 2013 at 11 pm. To promote her upcoming supernatural thriller starring Emraan Hashmi, Huma Qureshi, Konkona Sen and Kalki Koechilin, Kapoor is coming up with soap Ek Thhi Nayikafeaturing eight nayikas from the Balaji camp who redefined the face of Indian telly like Smriti Irani, Sakshi Tanwar, Shweta Tiwari, Ankita Lokhande, Pooja Gaur and others.

Although, the storyline of the show is still under wraps, one thing is clear the ladies will be playing a central role from the region they belong to ' Smriti Irani as Gujarati, Sakshi Tanwar as a Rajasthani, Mauli Ganguly as Bengali, Kritika Kaamra as Punjabi, Aamna Sharif as Muslim avatar, Shweta Tiwari as Bhojpuri, Ankita Lokhande as Maharashtrian and Pooja Gaur as a Delhiite. The host of the series is none other than Emraan Hashmi.

"This is the first time in the history of Indian television that a serial is being made to promote a movie. TV actresses along with the starcast of the movie will go out of their way to promote this film," TV actress Mauli Ganguly (Kahin Kissi Roz fame) says. She believes that the good promotion only means connecting well with the audience. "Ekta Kapoor has a creative instinct and has started a new trend by making movie promotions more real for the audience. It is welcome change that the movie promotions are leading to. For now, let's wait and watch what happens when Ek Thi Daayan meets Ek Thhi Nayika," she adds.

According to Ajit Thakur, channel head for Life OK, the channel has always attempted to break the monotony by introducing disruptive and innovative content supplemented by refreshing marketing strategies. "We are delighted to partner Ekta Kapoor's Balaji Telefilms to a unique and exciting series for our viewers. We are confident that the audience will appreciate our efforts in providing interesting and innovative content on weekend through Ek Thhi Nayika," Thakur tells you.

Ganguly who doesn't want to talk about her role says that it was absolute fun working with the good old crew. When she was asked to be a part of Ek Thhi Nayika, it was an instant yes for her because she says that it is always a pleasure to work with the crew. "To begin with I didn't know much about the role but when it was absolute delight meeting everybody on the sets. From make-up dada, technicians to almost every member of the production crew were the same and meeting them was like a school reunion. When I met my co-actresses, we chatted so much that it was looking like a fish market. We just had a blast," Ganguly recalls.

Kritika Kamra who shot to fame with Kitni Mohabbat Hai, says that the series has created a lot of curiosity amongst the viewers and the show will kill two birds with one shot ' promote the movie and offer a new genre ' that of horror. "Coming up with a cult episodic series for the weekend section tuning at the 11 pm is itself brings the curiosity level of the people at a high. Ekta is very creatively involved in whatever she does. Through this TV show, she will be able to get feedback and have a follow up and come up with more promotions for the movie. And if this episodic series becomes a hit, you might get to see its second season," Kamra says.

This is the first time Kamra will be working for a horror show and is therefore, keeping her fingers crossed. Ask her about the concept of daayan and she says: "Apparently a daayan is like any other person. You can't make out a daayan because they are disguised as human beings. I am sure the movie is going to be very interesting," Kamra states.

Another nayika who will be seen on the telly after a long time is Smriti Irani. Though politics gives her no time to do anything else but since it was a Ekta kapoor show she couldn't say no. "It's a short commitment and hence easy for all the daily soap actresses to manage in their busy schedule. For me, it was like coming back home after a long time," Irani tells you.

"It's my first attempt at working in a horror genre, I gave it my best. I first met Ekta in 2000 and have known her her for 13 years, so working with her again only brought back fond memories. Our association has remained the same all this time," Irani says. For Pooja Gaur aka Pratigya, the 16-episode series was fun. Talking about the horror genre, she tells you that she has had her run with horror with Balaji's Koi Aane Ko Hai aired on Colors. "I had enjoyed being aprt of that show and loved being apart of this one too," Gaur says adding that Pratigya has given her a very good exposure to mould myself as a protagonist.

"My association with Balaji has always been special because I got my first break through Kitne Mohabbat Hain when I was 17. Ekta is my Godmother. That's why I said yes to Ek Thi Nayika.From doing an intense role in Pratigya, anchoring Lakhon Mein Ek and playing a modern girl inThe Serial, I'm looking for different types of roles and genre to work in and this show is one of them," Gaur concludes.

'Best prelude to my movie'

Ek thi Daayan is a film very close to my heart. I had been intrigued with the concept the minute Vishal Bhardwaj told me about it. This is a very exciting project and I am going to go all out to make sure that everyone is aware of the film and its subject. I am very particular when it comes to the promotion and marketing of the film. For me, that is the most essential part in filmmaking," Ekta Kapoor the producer of the film says.

The 360 degree approach that has been taken for the promotion of ETD includes special episodes on TV called Ek Thhi Nayika. "I am glad that Life Ok has agreed to be a partner in this adventure. The episodes are like a prelude to the film although it is not necessary that one watches the serial to understand the film. We are happy to have Emraan Hashmi on board to be the anchor of the series," Kapoor tells you.

She also tells you that she had been toying with this idea for very long and am excited to see how the viewers like this idea. "For the series we have picked up some of the most popular faces in TV. Each person has a story to tell," Kapoor signs off.

' Deebashree Mohanty