Wearing your attitude
NANDINI NAIR
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SAB brings a whole new band of entertainment targeting the youth
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Photo: Anu Pushkarna
NEW LOOK Actors from SAB TV's "Left, Right, Left", "4" and "MMW" lend their support to "Mera Bharat Jawan"
India today is identified as a new India. It is an India that belongs to the youth. To celebrate both this demographic and attitude, SAB recently announced its new age programming in New Delhi.
Launched under the name "Mera Bharat Jawaan", SAB now brings two new shows, "Lovestory" directed by noted filmmaker Anurag Basu and "4". The new season also promises the return of its popular programmes, "Left, Right, Left", "MMW", "Yes Boss" and "FIR".
The new programming is to begin from April 30th.
Speaking on the occasion Vikas Bahl, Business Head of SAB explains that "youth" is not defined by age, instead, "Youth is defined by mindset. It is a mindset where people believe they can make a difference." Explaining the name, he says that it is a reality that 60 per cent of India is young. But it also speaks of the psychological make-up of people through all ages. "Mera Bharat Jawan", is both reality and an attitude.
To arouse interest, the campaign is being marketed under the slogans "Budda Hoga Tera Baap" and "Jab Tak Khoon Mein Jawani". The campaign, however, succeeds in being irreverent yet not insulting.
"Lovestory", directed by Anurag Basu, explores the world of students in Delhi, in relation to politics and consumerism. Priya Mishra, Head of Programming, SAB, describes the programme as, "High on drama". It promises to be new in terms of story, cinematography and editing.
"4" revolves around the new India syndrome, which is to dream the impossible. It targets youths whose role model is Dhirubhai Ambani. Mansi Parekh, the sole girl in the group of four friends, applauds the programme for, "Moving away from the usual kitchen politics." Describing the characters, she continues, "All the characters have their own vision, and their own ideas of success. It shows how each of their visions is either thwarted or enhanced."
Bahl describes "Left, Right, Left" as a "cult show", with orkut fan communities. The serial now returns with its old favourite characters and newcomers. The second season starts with the big question, "What will Naina do to Captain Rajveer Singh Shekhwat?
Rajeev Khadelwal who plays the heroic Capt. Rajeev Shekhawat says how initially everyone asked him, "Why Sab?" but the popularity of the show and winning best actor has removed all doubt.
This serial has helped change his image. "I was previously thought of as every woman's desire, a melodramatic actor! But today youngsters come and tell me that their icon is Capt. Shekhawat."
He adds that he loves the whole campaign for its innovation and creativity. He believes that the campaign will be a success as it diverges from typical sobbing dramas and gives the youth what they want.
"This is one channel that is moving with the times, it is not just sticking to the tried and tested."
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