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COLORS New Show ‘Molkki’ Depicts the Story of Bought Brides

MediaInfoline November 11, 2020

This festive season ‘COLORS’ is launching a new fictional show Molkki which tells the tale of a sold bride. Starting November 16th, this hard hitting tale of a sold bride whose dreams to study and to empower others where squashed by society will be coming to your television screen on 10pm Monday to Friday. The show is coming from the prestigious Balaji Telefilms. 

Speaking about the launch, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV network Viacom18, said, “At COLORS, we have always believed in the power of storytelling and the impact that it can create. Over the years, through powerful stories like Balika Vadhu, Udaan, Shakti, Barrister Bahu, we have highlighted pertinent social issues. Taking forth this tradition, we bring to you a family drama series set against the lesser-known custom of bride buying. Molkki will chronicle the journey of Purvi, who falls prey to this custom, is married to a widower twice her age but fights it all in her stride.” 

The Story of Bought Brides

The film draws on tragic consequences of skewed sex ratio of Haryana which results in such social problem like sold bride. The family drama evocatively depicts the custom of buying brides and the societal implications of it. 

Molkki is a story of a 19 year old village girl Purvi who is sold as a bride in exchange of money and she   becomes Mol Ki Dulhan, giving away all her dreams and aspirations. The show depicts the turbulent relationship of such sold brides and like all others bound by custom Purvi and Virender Pratap Singh’s marital relationship is marred with struggles. 

Priyal Mahajan plays the upright girl Purvi who is sold to the sarpanch of the village, Virender Pratap Singh, without her knowledge and consent. The sarpanch played by Amar Upadhayay is twice her age. While Purvi is a headstrong girl making her way through life, Virender is a widower still mourning his wife’s death. 

Purvi is a self sufficient girl who detastes privileges. She pays for her own education by tutoring kids. Virender on the other hand is in a guilt trip of not paying attention to his kids. 

Purvi walks her way through this bad relationship, finding her space in the society and winning the respect of others and fabricates her marital relationship on the basis of trust and mutual respect. But the viewers are left with the question whether this relationship will blossom to love and whether Purvi will become a wife, mother or just a bought bride. 

The primary question here is how a monetary deal transforms into blossoms of love. 

Love Story Breaking Boundaries

Commenting on the concept of the show, Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, Viacom18 said, “Molkki is a love story that will break all boundaries and survive all odds. With this show, the aim is to continue giving our viewers variety of entertainment with path breaking concepts and engaging story plots.”

Elaborating further, Producer,  Ekta Kapoor, Balaji Telefilms said, “At Balaji Telefilms, we have always worked on presenting stories that are realistic, relatable and have a high entertainment quotient. Molkki is one such show that puts the spotlight on the custom of buying brides that is prevalent in India even today. It is a story about the journey of Purvi who deals with the tough situation as a bought bride and how she wins back her self-respect and acceptance from the people around her. We are happy to be partnering with COLORS who are known to present such hard-hitting and socially relevant topics, and I am sure that the viewers will admire this unique story.”

Amar Upadhyay who plays Virender Pratap Singh says, “It is fantastic to be back working with Ekta Kapoor after so many years. We surely hope to reconstruct the magic and the success that we have jointly created in the past. My character, Virender Pratap Singh is an honest and morally upright individual who is battling his inner feelings while trying to lead a normal life after his recent marriage to a girl much younger than him. Still, in love with his deceased wife, he is not looking for a wife but a mother to his children.  I am sure that the viewers will love the complexities that the character will display and will appreciate the same.” 

Priyal Mahajan who plays the role of Purvi said, “I am extremely delighted to be associated with two most powerful brand names in the industry- COLORS and Balaji Telefilms. What adds to my excitement is the show’s concept which is a unique combination of a socially relevant tale narrated in the most interesting as well entertaining manner. While my character is strong and resilient, I have personally grown as an actor while playing Purvi and her spirited journey. With Molkki, a concept that many have never known will be showcased for the first time on Indian television. I hope that viewers follow my journey and shower immense love and support.” 

The story is filled with interesting characters who bring hardships and challenges to Purvi’s life, making Molkki a gripping show to watch. Molkki also stars Supriya Shukla and Abhhay Bhaargava in pivotal roles.

Gala Event and Contest on Launch Day

At present, the unique show is going through an all out marketing campaign focussed on all Hindi TV networks, print media and digital platforms like YouTube. 

To tap the massive reach of 84.25 Million people on Colors social media platforms, a unique ‘Colors Golden Petal Club’ virtual event will be created and executed on the launch day for our hardcore fans. This festive event will bring the audiences closer to the concept of this show through artist interactions, contest and games. 

On the digital from, the campaign will start with a social experiment to capture the audience’s reaction when they enter a store and see catalogue of brides for sale. The same ‘BrideforSale’ will be reflected on the online medium and the audience will also see their favourite COLORS artists promoting this sale. In the second leg, the emphasis will be on the age difference between the two characters and it will be backed by a strong influencer outreach. 



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