Colors strengthens its fiction line-up with two new offerings, ‘Beintehaa’ and ‘Rangrasiya’

Replacing Bigg Boss 7, the shows will premiere on December 30, 2013, every Monday to Friday at 9pm and 9.30pm respectively

BestMediaInfo Bureau | Mumbai | December 20, 2013

As Bigg Boss reaches its much-awaited Grand Finale, COLORS aims to strengthen and add diversity to its existing fiction line-up with the launch of two new shows, Beintehaa and Rangrasiya starting 30th December, 2013. Themed as avant-garde stories exploring the edgy and passionate flavours of love, both shows promise to captivate the audience with riveting storylines and relatable characters who love to hate and hate to love. With Beintehaa at 9 PM, COLORS for the first time will be focusing on the pan-Muslim milieu with a story of two similar and headstrong individuals Aaliya and Zain, who are tied in a volatile relationship. On the other hand Rangrasiya at 9.30 PM will showcase a more explosive and edgy intense hate story between Paro and Rudra.

Speaking about the two new shows, Prashant Bhatt, Weekday Programming Head – COLORS, said, “For the first time ever on COLORS – with Beintehaa, we have a show with a pan-Muslim milieu that adds another shade to our colorful palette. Likewise Rangrasiya is a love story that resonates with the sound of guns but with the promise of roses. With the launch of these two shows, we look forward to add diversity to our strong fiction line-up as we decode the various aspects of love, while bringing to fore unconventional stories that will change the way audiences perceive love.”

Beintehaa is a story of finding endless love in a relationship born out of obligation. Produced by Fortune Productions, the narrative breaks traditions of love at first sight and brings to fore a story of endless love that that one realizes only when the relationship is over. The show will witness the debut of two fresh faces Preetika Rao and Harshad Arora on television. As the story initially sets out in Bhopal, Beintehaa has been shot across multiple scenic locales including the Hamid Manzil, BhopalLake and Gohar Mahal to name a few.

Producer Farhan Salaruddin from Fortune Productions said, “We have collaborated with some of the best creative minds in the industry to showcase a complex love story. With relatable characters to lead the storyline, we hope to engage audiences and keep them hooked to the show.”

Rangrasiya has been produced by Saurabh Tewari and Abhinav Shukla from Nautanki Films who are also the makers of COLORS’ show, Madhubala…Ek Ishq, Ek Junoon. Rangrasiya is an edgy love story ignited by intense hatred that speaks volumes about a relationship born between village girl Paro (Sanaya Irani) and army officer Rudra (Ashish Sharma). For Rudra love is need-based, beauty is deceit, and work is duty and for Paro, love is hope, beauty is extreme and duty is vengeance.The show has been shot extensively across arid and parched areas in Jaisalmer, Jodhpur and Bikaner.

Speaking about the show, Saurabh Tewari says, “My association with COLORS goes back more than five years and the channel’s DNA is engraved in me. The USP of the show is that every character other than the heroine is grey; she has her own journey to endure. There is no villain, but every character is real in terms of characterisation. The hero does not confine to the usual norms that are seen on television today.” Adding to this, Bahia Shukla says, “With the success of Madhubala on COLORS, we wanted to raise the bar of Rangrasiya in terms of visual scale and narrative. We have roped in a power-packed ensemble cast whose gripping performances will further empower the storyline.”

Commenting on the marketing promotional strategy for the two shows that will replace Big Boss, Rajesh Iyer, Head – Marketing, COLORS, said, “We have designed a very high intensive outreach campaign to engage audiences at multiple touch points across the country. Beintehaa and Rangrasiya will be promoted extensively across mediums including in-theatre integrations during Dhoom 3 in HSMs, OOH across 60 cities and towns, and a media mix comprising of over 40 channels and radio stations covering over 40 cities. As the launch leads into the New Year we will be launching special calendars with select publications to enable audiences to bring their favourite characters homes. To ensure that both shows continue to be the topic of dinner-table conversations, we have developed an all-round social media strategy exploring various avenues.”

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