Colors extends its weekday prime time band to launch 'Thapki...Pyaar Ki'

Starting May 25, the show will be aired from Monday to Saturday at 7 pm.

Colors has extended its weekday prime time and simultaneously launched a show called 'Thapki...Pyaar ki'. It will be aired from Monday to Saturday at 7 pm, starting May 25. With 'Shastri Sisters' being moved to 6.30 pm, prime time programming will begin 30 minutes early on the channel.

Jointly produced by Sol and Shoonya Square Productions, 'Thapki... Pyaar Ki' will showcase Jigyasa Singh as Thapki, Pratiksha Lonkar as Poonam (Thapki's mother), Shakti Singh as Krishnakanth (Thapki's father) and Sheena Bajaj as Aditi (Thapki's sister), among other actors. It is the journey of an aspiring, perseverant girl, conscious of her strengths and confident that she will be able to face the world.

Commenting on the new addition, Manisha Sharma, programming head, Colors, says, "Thapki is a light-hearted yet touching story which will motivate viewers to think that they can go beyond their limitations, and not give up on their dreams. Thapki's mission in life is to not just survive but to thrive with passion, compassion and humour. The way Thapki's story progresses and the conversations she has in each episode will evoke viewer empathy while strengthening their emotional connect with her. Through the journey, the audience will also applaud the determination with which Thapki moves ahead optimistically to fulfill her dream of becoming a television journalist."

Sharma further adds, "Thapki as a storyline will move viewers away from the stress of their daily routines, tug at their heartstrings and lead them to be inspired all at the same time! We are confident that the audience will love Thapki's outlook towards every small and big thing in life."

Speaking about their first production, Ved Raj from Shoonya Square Productions, shares, "We have shot extensively in Agra for this show as Taj Mahal forms a very intrinsic part of Thapki's life. Thapki's approach towards life will only make you question the harsh ways of the society, and how heartless we are towards people with shortcomings."

"'Thapki...Pyaar Ki' is an attempt to applaud and admire those people who don't succumb to defeat due to their shortcomings, but win over them and move forward in life," says co-producer and writer, Dheeraj Sarna.

The channel has drawn up a marketing campaign to generate optimum buzz for the show across all key Hindi speaking markets. Print, radio, cross-channel, cable, mobile and DTH will be used with customised messages to publicise the launch of the show. For visibility on the launch day, the radio campaign will have Thapki engage with listeners across all major stations, while tune-in ads will be released across leading publications in Delhi, Uttar Pradesh, Gujarat, PHCHP (Punjab, Haryana, Chandigarh, Himachal Pradesh) and Madhya Pradesh. The outdoor campaign will include large-format billboards, announcements on railway stations in Thapki's style and promos running in cinema halls, along with BTL activities. Contextual promos will be played during IPL on the Hot Star and Star Sports apps.

Launched in 2008, Colors is Viacom18's flagship brand in India's entertainment space. Among its popular shows are 'Shastri Sisters', 'Sasural Simar Ka', 'Balika Vadhu - Kacchi Umar Ke Pakke Rishtey', 'Udaan', 'Chakravartin Ashoka Samrat', 'Swaragini', 'Meri Aashiqui Tum Se Hi' and 'Code Red', among others.