Viacom18’s flagship brand Colors has announced a new fiction show – ‘Pinjara Khoobsurti Ka’ produced by Parin Multimedia that will premiere on 24th August 2020 and air Monday-Friday at 9:00 PM only on Colors. The show presents a heartwarming tale of love and self-liberation with the show capturing the journey of Mayura whose gifty of beauty becomes her sole identity. Mayura feels imprisoned by the looks and allure and seeks someone who will love her for who she truly is and not only for her appearance.
Mayura’s beauty is overlooked for her talent, her sister envies her for her beauty while her mother celebrates her birthday for her beauty. The show aims to highlight that beauty can turn out to be a curse more than a blessing and can make one feel enslaved than liberated.
The show will have Riya Sharma and Saahil Uppal in the lead roles with Jaya Bhattacharya, Akanksha Pal, and Uma Basu playing prominent roles in the show. The show is set against the backdrop in the beautiful city of Jabalpur featuring Riya Sharma as Mayura who is ambitious, dreamer, and hopes to find a prince charming who will love her not only for her beauty but for her inner self as well.
Omkar, played by Saahil Uppal is obsessed by Mayura’s look for whom beauty is passion and turns Mayura’s life upside down entering it at a moment wherein Mayura was set out on a path of self-discovery and to introduce herself to the real world. Will Mayura be able to break free and follow her dreams? Or will her beauty become a curse for her?
Colors has planned a reach focused plan for the launch campaign on its network and non-network channels in the Hindi speaking markets to create a massive buzz with a unique ‘Colors Golden Petal Club’ virtual event crafted for Colors ardent fans which will be promoted through the social media handles.
The channel will present a beautiful film shot with the show’s protagonist Mayura showcasing her struggles through the digital campaign #Uncaged. Colors website will bear a resemblance to the show’s concept with Google banners as non-branded classified matrimonial ads. Colors will also indulge in influencer engagement wherein they will speak about their #Uncaged stories with #Uncaged Facebook frame also created for people and influencers to use for their profile pictures.
Speaking about the show, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, says, “Stories have a powerful way of bringing to light societal outlook and conformity that exist around us. At COLORS, our aim is to highlight such issues and present them to our viewers through captivating narratives and inspirational characters. On similar lines, we are excited to present Pinjara Khoobsurti Ka, a concept that is close to our brand ethos. It focuses on Mayura’s journey, a beautiful girl who wants to break free from the proverbial cage of appearance and be admired for who she truly is.”
Commenting on the concept of the show, Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, Viacom18 said, “At COLORS, we always strive to deliver content that resonates with the audience’s emotions. With Pinjara Khoobsurti Ka, we wish to narrate a story of a woman who is always seen through the lens of beauty while her talents go unrecognized. She feels entrapped by Omkar’s obsession and looks become a curse more than a blessing for her. This heartwarming narrative and intriguing tale of love will definitely strike a strong connect with the viewers.”
Elaborating further, producer Saurabh Tewari, CEO and co-founder, Parin Multimedia,said, “Mayura’s journey of self- liberation will be very dramatic and fraught with several challenges as she looks to find her own space and acceptance among people who have always judged her for her looks and not for her abilities. Along with Mayura, there are other powerful characters on the show that have their journeys and will keep the viewers intrigued and engaged. I am sure that the audience will love these unique characters and will be happy to be a part of their world.”
Riya Sharma, on essaying the character of Mayura,said, “My character as Mayura is something that I have never essayed before. Usually, people are happy when they are naturally gifted with good looks and are appreciated for it. But my character is looking for acceptance and appreciation beyond her physical appearance. It’s a challenging role and I am glad I got a chance to work with COLORS who are known to deliver groundbreaking shows over the years. I am extremely excited to begin this new and wonderful journey and I hope that the audience appreciates my work.”
Saahil Uppal, on essaying the character of Omkar, said, “I play Omkar who is a very complex character. He is a powerful, self-made businessman who is obsessed with beauty and I have never seen such a character on Indian television before. Omkar has shades of grey and he is intense and passionate. I am excited to bag this role and I’m doing a lot of training to get in the skin of the character. It is definitely among the most important roles in my career and I plan to deliver a spectacular performance which the audience will come to love.”
Talking about the show, Gautam Vij who plays the role of Piyush says,“I am returning to television after a year, and I couldn’t have chosen a better show to come back with. I fell in love with my character Piyush the moment I read the script. He is a very positive person who is always looking to help people around him. I also love the concept of the show and the powerful storyline. I am sure the viewers will love me as Piyush because they have never seen me in a similar role. I thank COLORS for this opportunity and I am going to make sure that I deliver a stellar performance.