Join Anandi on her new journey to the nation’s favorite TV show, Balika Vadhu

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A powerful story that marked the dawn of a new era in television, a serious issue that left a lasting impact on the minds of viewers, endearing characters who touched millions of hearts and are still iconic revered. 13 years ago, COLORS brought a new revolution to Indian television with its groundbreaking show, Balika Vadhu, which tackled the topic of child marriage in the simplest yet most powerful way. A subject that was still labeled as taboo in our country came to life through the story of Anandi which took the nation by storm. While the show managed to change many lives and mindsets, the bad custom of “Baal Vivaah” is still prevalent and thriving in parts of our country. In an effort to bring about a change and reignite conversations to eradicate the custom of child marriage from society, the channel is about to launch season 2 of Balika Vadhu.

The show will capture the journey of a “nayi Anandi” (played by Shreya Patel) as she takes definitive action to fight and right the injustice done to her. Produced by Sphere Origins, Season 2 of Balika Vadhu will air on August 9 and will air Monday through Friday at 8:00 p.m. only on COLORS.

Speaking about the show, Nina Elavia Jaipuria, Head of Hindi Mass Entertainment and Kids TV Network, Viacom18, said: “Over the past few months we have showcased some of our larger properties to provide varied and healthy entertainment for our customers. viewers. From the launch of a brand new season of Khatron Ke Khiladi in Cape Town to the announcement of a visual quiz, The Big Picture with Ranveer Singh as the host. Keeping the momentum high, we’re excited to launch the second season of Balika Vadhu, a groundbreaking show that is synonymous with the channel’s ethics. Armed with a whole new story and new characters, we’ll present one of the most beloved shows with a social message that still has strong relevance. “

Set in the rustic locations of the town of Devgarh, Gujarat, Balika Vadhu season 2 traces the story of two friends, Premji (played by Sunny Pancholi) and Khimji (played by Anshul Trivedi). They share such a strong bond that they have always wanted to extend their friendship and become one family. As fate willed it, Khimji’s wife gave birth to a girl, Anandi, while a baby boy Jigar (played by Vansh Sayani) was born in Premji. The same day, Premji and Khimji promise to marry Anandi and Jigar and soon there comes a day when they get married in a “Baal Vivah”. How will the trip go for Anandi and Jigar? How will Anandi fight the injustice done to her?

Speaking about the concept of the show, Manisha Sharma, Director of Content, Hindi Mass Entertainment, Viacom18 said: “Balika Vadhu is more than a show, it’s an emotion. There was a generation of viewers who grew up loving and watching the show and still do. Keeping in mind the changing and evolving times, we launch the new season of Balika Vadhu which tackles the custom of child marriage albeit from a whole new perspective. He will introduce the audience to a new Anandi and the challenges she faces as a married child. Nayi Anandi will stand up for her rights and surely prove to be an inspiration to many girls suffering the same fate and touch the hearts and minds of our viewers.

Producers, Sphere Origins, Sunjoy Wadhwa, said: “We’ve always believed in the power of stories and the change they can bring. The entire nation is witnessing how Balika Vadhu changed the perception of millions of people across the country and the face of Indian television. We still believe in the power of its concept because part of our society affirms the custom of child marriage even today. from Gujarat to tell the story of Nayi Anandi. A lot of girls still fight this battle of being in a child marriage every day and our story and our characters will be an inspiration to them. We are delighted to partner with COLORS again and look forward to creating the magic. “

Speaking of playing Anandi, Shreya Patel said: “My family has always told me about the special place the character of Anandi has in the hearts of many Indians. I am extremely excited and a little nervous to play a character who has left such an impact on everyone. My character of Anandi in many ways resembles who I am, she is brave, happy and loves to do garba. I look forward to the new trip.

The show will also feature talented artists including Anshul Trivedi, Riddhi Shukla, Sunny Pancholi, Shiju Kataria and Seema Mishra in leading roles.

To promote one of its most popular shows, COLORS has devised a solid marketing plan across print, TV and digital platforms. On television, a 10-day campaign highlighting the nostalgic aspect of the program will be deployed. The show’s emotionally inducing music track has been recreated and interwoven with each creation to create a callback and engage the audience. The channel will also target print publications in key markets on launch day, showcasing the innocence and fiery nayi Anandi. A digital event (COLORS Golden Petal Club) for viewers starring Avika Gor, Anandi from season 1 is also planned for viewers and promises to take them on a trip down memory lane. Digitally, thumbnails will be created featuring the show’s former cast – Avika Gor and Avinash Mukherjee as they talk about their memories of the first season. This will also be supported by a strong awareness of influencers to create conversations around the show as well as impactful videos that will highlight the lives of children who have experienced this social evil.


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