Endemol launches it's first home grown fiction show 'Chhajje Chhajje Ka Pyaar' to air on Sony

Sony Entertainment Television presents ‘Chhajje Chhajje Ka Pyar’ - A romantic story of a different kind well, different for television however, it is all too familiar in real life.

 

Produced by Endemol India and written by Mahesh Pandey, the story is based in Delhi and showcases the relationship between two families, the  Sehgal’s and the Tripathi’s, living under the same roof and sharing a common terrace or Chhaja, one a landlord while the other is the tenant . Taking the story forward are the central characters Dhruv and Ginny, who share a unique love-hate relation. Audiences will be introduced to a host of colorful characters sharing different emotions and bonds of friendship, animosity, love, hate, conspiracy, trust and respect.

 

Commenting on the launch of Chhajje Chhajje Ka Pyaar, Deepak Dhar, Managing Director, Endemol India says, “We are confident that with an engaging narrative, this show will win the hearts of viewers across the country.”

 

He adds that Endemol is known for doing a lot of differentiated, disruptive and non fiction and now they want to do something in the usual realm as well. However keeping up with their unusual trend the show is different in that zone with engaging characters and screenplay.

 

Dhar expresses that Endemol this year is planning on bringing in another season of Big Boss, Zor Ka Jhatka and Fear Factor. They also plan to bring into the country internationally popular shows like Estate of Panic, Million Pound Drop and 1 vs. 100. Apart from these show Endemol also plans on launching 3 new fiction shows within a few months.

 

Speaking on the occasion of the launch, Ajay Bhalwankar Programming Head, Sony Entertainment Television, says, “The new year looks good for Sony with the launch of strong unique fiction shows like ‘Chhajje Chhajje Ka Pyar’, Kismat and Khottey Sikkey. With ‘Chhajje Chhajje Ka Pyar’, we will explore the popular and interactive family space in north Indian households and present the types of emotions that start and end with the ubiquitous Chhajja!! Due to its unique concept, the show will have a universal appeal as it goes on to prove an old adage of Indian society. “Shaadi do Dillon ka nahin; do parivaaron ka Milan hota hai!” | By Vanessa Azavedo [vanessa(at)adgully.com]

 

The star cast includes Kiran Kumar, Virendra Saxena, Mohini Sharma, Charul Rohatji, MazharSayed, Neha Janpandit, Aniruddh Singh and in the lead role are Shambhavi, from the Rodies fame & new comer Manish Tulsiyani.

 

Speaking to Danish Khan, Vice President and Head of Marketing, Sony Entertainment Television expresses that ‘Chhajje Chhajje Ka Pyar’ is not a typical soap. The language itself helps engage the audiences across the country from small towns and big cities. The essence of the show is “being real” to which everyone identifies with.

 

He adds that all types of media will be included in their marketing strategy. Radio especially has come out very strong in bringing alive this emotion of nostalgia. “It’s like visiting my grand father’s house” he explains. Sony will also be targeting the digital space as well as multiplexes, coffee shops and malls in an effort to engage the youth.

 

The target audience Khan expresses is the average Indian family as he states, “it is not a live drama but a real drama in real India.”

 

Tune in your television set to ‘Chhajje Chhajje Ka Pyaar’ starting from February 28th Monday to Thursday at 8.30 pm only on Sony Entertainment Television!