A powerful story that marked the dawn of a new era in television, a serious subject that left a lasting impact on the minds of viewers, endearing characters that touched millions of hearts and are still revered as iconic. 13 years ago, COLORS brought a new revolution on Indian television with its pioneering show, Balika Vadhu, which addressed the issue of child marriage in the simplest but most powerful way. A subject that was still labeled as taboo in our country came to life through the story of Anandi who took the nation by storm. While the program successfully changed many lives and mindsets, the evil custom of ‘Baal Vivaah’ still prevails and thrives in some parts of our country. With the aim of bringing about change and reigniting conversations to eradicate the custom of child marriage from society, the channel will launch season 2 of Balika Vadhu. The show will capture the journey of a ‘nayi Anandi’ (played by Shreya Patel) as she takes definitive steps to fight and undo the injustice done to her. Produced by Sphere Origins, Balika Vadhu Season 2 will premiere on August 9 and will air Monday through Friday at 8:00 p.m. on COLORS only.
Speaking about the show, Nina Elavia Jaipuria, Director of Hindi Mass Entertainment and Kids TV Network, Viacom18, said: “In recent months, we have featured some of our top properties to bring a variety of healthy entertainment to our viewers. From the launch of a new season of Khatron Ke Khiladi set in Cape Town to the announcement of a visual quiz show, The Big Picture with Ranveer Singh as host. Keeping momentum high, we are excited to launch the second season of Balika Vadhu, a revolutionary show that is synonymous with the spirit of the channel. Armed with a completely new story and characters, we will show one of the most beloved shows with a social message that still has great relevance. “
Set in the rustic places of the city of Devgarh, Gujarat, Balika Vadhu Season 2 tells the story of two friends, Premji (played by Sunny Pancholi) and Khimji (played by Anshul Trivedi). They share such a strong bond that they always wanted to extend their friendship and become a family. Luckily, Khimji’s wife gives birth to a girl, Anandi, while Premji has a little boy, Jigar (played by Vansh Sayani). On the same day, Premji and Khimji promise each other to marry Anandi and Jigar and soon the day comes when they get married in a ‘Baal Vivah’. How will Anandi and Jigar’s journey unfold? How will Anandi fight the injustice done to her?
Speaking about the concept of the show, Manisha Sharma, content director for Hindi Mass Entertainment, Viacom18 said: “Balika Vadhu is more than a show, it is an emotion. There has been a generation of viewers who have grown up loving and watching the show and still do. Keeping in mind the changing and changing times, we are launching the new season of Balika Vadhu which addresses the custom of child marriage, albeit from a whole new perspective. It will introduce the audience to a new Anandi and the challenges she faces as a child bride. Nayi Anandi will fight for her rights and will surely prove to be an inspiration to many girls suffering a similar fate and will touch the hearts and minds of our viewers. “
Producers, Sphere Origins, Sunjoy Wadhwa, said: “We have always believed in the power of stories and the change they can bring. The entire nation witnesses how Balika Vadhu changed the perception of millions of people across the country and the face of Indian television. We still believe in the power of their concept, as a part of our society affirms the custom of child marriage even today. “In addition, Comall Wadhwa said,” This time through Balika Vadhu, we will take viewers to nooks and crannies of Gujarat to tell the story of Nayi Anandi. Many girls are still fighting this battle of being in child marriage every day and our story and characters will be an inspiration to them. We are delighted to join COLORS once again and look forward to creating the magic. “
Speaking of playing Anandi, Shreya Patel said, “My family always told me about the special place that the character of Anandi occupies in the hearts of many Indians. I’m very excited and a little nervous to play a character that left such an impact on everyone. My Anandi character in many ways is like who I am, she is brave, happy and loves to do garba. I look forward to the new trip. “
The show will also feature talented artists such as Anshul Trivedi, Riddhi Shukla, Sunny Pancholi, Shiju Kataria, and Seema Mishra in featured roles.
To promote one of its most popular shows, Colors has designed a solid marketing plan on print, television and digital platforms. On television, a 10-day campaign will be deployed that will highlight the nostalgic aspect of the show. The show’s emotionally-inducing music track has been recreated and intertwined with each creative to generate memory and drive audiences. The channel will also focus on print publications in key markets on launch day, showcasing the innocence and struggle of the nayi Anandi. A digital event (Colors Golden Petal Club) for viewers with Avika Gor, Anandi from Season 1 is also planned for viewers and promises to take them on a journey down memory lane. On the digital front, vignettes will be created featuring the show’s former cast – Avika Gor and Avinash Mukherjee as they discuss their memories of the first season. This will also be backed by a strong outreach of influencers to create conversations around the show along with some hard-hitting videos that will highlight the lives of children who have lived through this social evil.
Anandi begins her new journey from August 9, Monday through Friday at 8 pm only in Colors.
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