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Colors presents Ek Shringaar…Swabhimaan from December 19

A first-time association between Colors and Rajshri Productions, the serial will be telecast every Monday to Friday at 9:30 pm. The story is about a mother's journey towards making her daughters self-reliant in an orthodox society

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Colors presents Ek Shringaar…Swabhimaan from December 19

Colors presents Ek Shringaar…Swabhimaan from December 19

A first-time association between Colors and Rajshri Productions, the serial will be telecast every Monday to Friday at 9:30 pm. The story is about a mother's journey towards making her daughters self-reliant in an orthodox society

BestMediaInfo Bureau | Delhi | December 14, 2016

Ek-Shringaar-Swabhimaan

Celebrating the courage and pride of a strong-willed mother and the strengths with which she empowers her young daughters, Colors announces the launch of its newest offering Ek Shringaar...Swabhimaan.

With a modern outlook coupled with traditional values, Ek Shringaar… Swabhimaan, produced by Rajshri Productions, is all set to premiere on December 19 and will air every Monday to Friday at 9:30 pm.

To promote Ek Shringaar…Swabhimaan, Colors has devised an elaborate 360-degree integrated marketing campaign, including mediums like print, broadcast, OOH, radio, etc. The show will also be promoted via a digital strategy engaging viewers across social media platforms like Facebook, Twitter and Instagram using the hashtag #Swabhimaan and #Momspiration highlighting emotions and relationships that the viewers share with their mothers and the real issues that women face today. Be it encouraging audiences to speak about the emotions they have experienced, sharing message-driven graphics, or engaging viewers through interactive contests, the various initiatives will aim to drive conversations around the show's concept.

Raj Nayak Raj Nayak

Speaking about this new offering, Raj Nayak, CEO, Colors, said, “We as a society often do not give enough credit to the women for the value they add to our lives. Though now we have opened up about educating the girl child, still when it comes to marriage, we find people wanting to clip the wings of the girls and confine them measly roles. Our latest offering attempts to change that mindset. The show highlights the importance of being self-reliant and at the same time uphold the tradition and values of our culture. With Sooraj Barjatya's magic touch and a platform like Colors, Ek Shringaar…Swabhimaan with its vibrant backdrop is sure to strike a chord with the viewers.”

Manisha Sharma Manisha Sharma

Commenting on the launch of the show, Manisha Sharma, Programming Head, Colors, said, “The concept is unique simply because it questions the contrasting principles of our society. We are all about educating our daughters but how many households are actually open to letting their daughter-in-law's pursue their careers? Here's a strong-willed mother who just has one request to the world – Allow my daughters to work. Don't let their education go to waste. Ek Shringaar…Swabhimaan addresses this thought head-on by laying focus on values like self-respect and self-worth, which have been inculcated through a mother's upbringing. The show marks our first collaboration with Rajshri Productions whose penchant for beautiful storytelling and powerful narratives has gripped audience attention on television and in films; we look forward to a long and fruitful partnership.”

Set against the traditionally rich milieu of Bundi in Rajasthan, Ek Shringaar …Swabhimaan introduces a single mother Sharda (Prachee Shah Pandya) as she undergoes several hardships to provide the best upbringing and education for her daughters Meghna (Sangeita Chauhan) and Naina (Ankita Sharma). Knowing of the tough times their mother has seen, both Meghna and Naina put Sharda before anyone else, willing to go to any extent to uphold her honour. And while Meghna is bold, opinionated and fiercely protective, Naina is more balanced and rational in her approach. With degrees from top-notch institutes and incomparable values, the girls have all the makings of the perfect bride. And, urged by society, Sharda sets out in search of the right household that would realise her daughters' true potential, instead of quashing their dreams. That's when Sharda comes across the Chouhans. Ticking all the boxes, Sharda believes that Kunal (Sahil Uppal) will be the perfect match for Meghna. But a twist of fate will see change everything; redefining every dream that Meghna and Naina have ever envisioned.

Speaking about the show further, Producer Sooraj Barjatya, Rajshri Productions, said, “Today girls are working in every field, even earning more than their partners. When we are encouraging them to get the education that they are capable of, then shouldn't we give them the freedom to say 'no' to a marriage proposal if they don't like it? Why does the society then tag her success as 'abhimaan' when it is 'swabhimaan'! This is a story of a middle class Indian mother, who wants to prove through her daughters, who are IIM and IIT toppers, that today's girls can be chairmen of companies and also run their household with equal pride and prowess. It's time we encourage them!”

Speaking about taking on Sharda's character, actor Prachee Shah Paandya, said, “Ek Shringaar…Swabhimaan is a progressive show which gives a voice to all single mothers, as they battle all pressures to inculcate the right values in their children. Sharda is as determined as she is family-oriented. Meghna and Naina's futures have always taken precedence for her, and she has taught them the importance of a balanced lifestyle as well. She has made her daughters strong and competent. And the daughters have paid her back by becoming toppers in their fields of education and imbibing the right values. Her only objective now in life is to find a house for her daughters where their worth will be respected and their wings won't be clipped. Being a mother to an eight-year-old daughter myself, there were some aspects where the lines between Sharda and Prachee started blurring; the perseverance that makes a mother her children's biggest ally is truly unmatchable.”

Along with Prachee Shah Paandya, Sangeita Chauhan and Ankita Sharma, Ek Shringaar... Swabhimaan will feature a stellar line-up of artists -- Kanwarjit Paintal as Sujaan Singh Chouhan, Vinay Jain as Nand Kishore Chouhan, Sweta Mahadik as Nirmala Chouhan, Suchitra Pillai as Sandhya, Sahil Uppal as Kunal Chouhan and Samridh Bawa as Karan Chouhan, among others.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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