Rural entertainment channel Azaad announces Originals Meri Doli Mere Angana & Pavitraa Bharose Ka Safar
By Rajesh Ahuja
Azaad, India s first entertainment channel producing content exclusively for the rural mindset, today announced its two original shows Meri Doli Mere Angana and Pavitra Bharose Ka Safar that will be launched on the channel next week.
Meri Doli Mere Angana and Pavitraa Bharose Ka Safar have been created after deep understanding of the Rural mindset through years of periodic syndicated research.
Staying true to the brand proposition of ‘Hamari Mitti Hamara Aasman’, the show themes have been specially designed to attract, engage and connect with this super mass.
Starting 14 September 2021, Meri Doli Mere Angana will air at 9 PM and Pavitraa Bharose Ka Safar will air at 9 30 PM, on Azaad as well on its digital partner MX Player.
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Rural entertainment channel Azaad announces Originals Meri Doli Mere Angana and Pavitraa Bharose Ka Safar |
The first Azaad Original, titled Meri Doli Mere Angana, is a story of today’s rural family which portrays the beauty and complexities of relationships within the family.
Produced by Jitendra Gupta and Mahesh Tagde from Tell-A-Tale Media, Meri DoliMere Angana is based in Bithoor, where the entire Singh family, especially her father considers their daughter Janki an apple of their eye.
Due to some circumstances, these relationships change which drastically affects our heroine’s life. After her marriage, she realizes that the old societal norms where they differentiate between a daughter and daughter-in-law still exists.
The show captures Janki’s journey from being an in-experienced and innocent daughter to becoming an experienced daughter-in-law who learns to manage complex situations and relationships with changing dynamics after her marriage.
Astha Abhay plays the lead protagonist Janki and Surendra Pal, Rudrakshi Gupta and Ankit Raizada enact key characters in the show.
The second Azaad Original , titiled Pavitraa Bharose Ka Safar, is a passionate love story of two diverse personalities which also centres around the themes of women empowerment and other societal issues.
Produced by Santosh Singh, Rochelle Singh and Pearl Grey from Parth Production., Pavitra Bharose Ka Safar captures the journey of a young girl called Pavitraa who is a daughter of an underprivileged taxi driver and aspires to complete her education and become self-reliant. She is willing to go to any lengths to fulfil her goals, fights against all restrictions that impede her growth, gender discrimination and social stigma to eventually become a successful entrepreneur who helps other women become capable to take care of their families and themselves in all respects.
This family drama, set against the backdrop of Meerut, resonates with the rural mindset . The show touches upon the aspirations and hopes harboured by today’s rural youth as a majority of them want better jobs after higher education and also desire the freedom to decide their life choices.
The role of Pavitraa is played by Shaily Priya. The show also features Neelu Vaghela. Kumaar Raajput and Sheezan Mohammed in pivotal roles.
Speaking about Azaad's new line up of original shows ,Beginnen Media Pvt Ltd (BMPL) Managing Director, Bharat Kumar Ranga said, “It’s an industry first with Azaad making the shift from a creative to a consumer-focused business model. Gaining the trust of our viewers is at the heart of our model as our customer experience is based on deep insights. Our Originals have a rural consumer-centric proposition as it is one that places the viewer, rather than the creative at its core. And, we are privileged to have them join us today LIVE from different villages in North India as we have put our viewer at the heart of everything we do and give them the experience they desire..'
Kumar said that the new shows announced by the channel fully reconcile with the rural traditions.
' By its sheer size, the rural super mass is clearly emerging as a segment with huge untapped opportunities and with a philosophy of People Centricity, Azaad reflects the Rural DNA that is the Unapologetically Real Indian (U-R-I). We are delighted to present the UnionShip with our content creators, Jitendra Gupta, Mahesh Tagde, Santosh Singh, Rochelle Singh and Pearl Grey who have created our first two originals, Meri Doli Mere Angana and Pavitraa Bharose Ka Safar respectively. The shows are relatable and would inspire the U-R-I Mindset to reconcile with rural traditions and values while ushering a sense of dynamism and growth to meet their aspirations,'he said.
General manager Product, Beginnen Media, Doris Dey said that the launch of Azaad is aimed at changing the 'hand-me-down approach given to rural India and its mindset in every Sphere of life in India.
He said that the shows launched on Azaad seek to recognise and highlight the challenges; dreams and aspirations; traditions and ideologies of people living in rural areas.
“Azaad is a First on many levels. There has always been a clear cut divide of urban and rural India, with rural inspite of being a majority, unfortunately has always got a hand-me-down treatment in every sphere of life. And that's what we want to change with our' rural first' approach.
Our content has been designed keeping the rural consumer in focus. Through our shows we will recognise and highlight their challenges; their dreams and aspirations; their traditions and ideologies. And that’s why, we have handpicked a team of creators, who really understand and care about rural India; and are eager to create content for them. At Azaad we truly believe in democratizing the entertainment industry by creating content for much-ignored Rural India and creating an ecosystem where equal opportunities are provided to existing as well as new makers,'he said.
'We are a 'challenger brand’ determined to create a unique parallel eco-system within the entertainment industry. And I am sure that we will be able to create new-benchmarks with the unwavering support and participation of all our stakeholders,'he said.
Beginnen Media, a company headquartered in Mumbai, last month announced the launch of Azaad, a premium Hindi Entertainment Platform that will feature Content Exclusively for the ‘Rural Mindset.
The first entertainment offering from Beginnen Media, launched in 2019 with an aim to develop innovative, authentic, creative entertainment experiences and related multi-media products, Azaad aims to service a ‘Latent Demand’ of an Underserved Audience Segment with a Huge Untapped Opportunity.
Currently, the channel is airing select hand-picked syndicated family entertainment, all localized in Hindi. These include the popular 2013 show Tumhari pakhi, featuring Iqbal Khan and Shradha Arya;, the 2013 show Gustakh Dil; Solah Shringhar, kesariya balam and animation show Mighty Raju.
The shows aired on the channel will encompass the rural person’s entertainment needs with relevant and relatable narratives.
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