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COLORS to present Namak Issk Ka from December 7

Madhushree Chakrabarty December 4, 2020
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COLORS to strengthen its primetime with its new romantic drama, Namak Issk Ka. The storyline of the show revolves around the central character Chamcham (played by Shruti Sharma), a professional dancer or Nachaniya. Due to her profession she has always been looked down and upon, but with a twist of fate or incidences she gets married to a respectable family in Mumbai. The show is produced by Gul Khan and co-produced by Dipti Kalwani and will start to air from December 7, Monday to Friday at 9 PM.

Speaking about the new show Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom 18, said, “In these challenging times, we at COLORS have strived to keep our audience entertained with variety content and launched several shows across genres including Ishq Mein Marjawan, Pinjara, Bigg Boss and Molkki. To strengthen our prime time line up further, we are adding another unconventional show to the mix. We are excited to launch Namak Issk Ka, a romantic drama that will chronicle the life of Chamcham, a stage dancer as she fends off prejudice and finds love.”

The central character of the serial, Chamcham is an orphan and a self made person from a small town of Bihar. She has always dealt wit criticism and grimaces due to her profession. Then, life throws another curve ball on her when an affluent businessman Yug Pratap Singh (played by Aditya Ojha) marries her. This magnifies the bigger question or tagline of the show – Kya Aap Ek Nachaniya Ko Karenge Bahu Ke Roop Mein Swikaar?

Commenting on the concept of the show, Manisha Sharma said, “Namak Issk Ka is a refreshing and  heartwarming love story that touches upon various aspects. The character of Chamcham, a Nachaniya from Bihar, her journey to find love and respect, and the chemistry between two striking personalities is what sets the tone of the show and makes it stand out. We are excited to associate with Gul Khan who has done some incredible work in the past, and look forward to entertaining our viewers with exceptional storytelling.”

Producer, Gul Khan, Four Lions Films said, “Namak Issk Ka will give the viewers a glimpse into the life of a glamorous Nachaniya who earns her living by dancing at events and wedding. In a most endearing way, it showcases how under unforeseen circumstances she gets married to an affluent man and she struggles to find her footing in her new family, fight off the labels that people have given her owing to her profession and find love. We are happy to be associated with COLORS, a channel that has always presented unique and entertaining concepts, and look forward to a great partnership.”  Co-Producer Dipti Kalwani added, “Through Chamcham’s story, we wish to highlight the fact that your individuality does not hinge on your profession. However unconventional it may be, everyone has a right to lead a reputable life and find acceptance in whatever role they take on in life, whether it is of a wife or a daughter-in-law.”

Shruti Sharma essaying the role of Chamcham said, “Chamcham’s character is very interesting. While on the outside she is this flamboyant girl who is also a popular Nachaniya, on the inside, she is an emotional girl who is yearning for love and acceptance. Being an orphan, she has always charted her path but is often buoyed down by criticism. But she does not allow people to crumble her spirit and comes out of it as a level-headed individual. The concept and overall treatment of the show is what drew me towards it and I am glad to be able to essay such a powerful and unconventional character on screen.”

Aditya Ojha essaying the role of Yug Pratap Singh said, “Namak Issk Ka is very special for me as it marks my debut on television. I was always determined to dabble into television with a character that is not only remarkable, but it will also leave an everlasting impact on the audience.  Namak Issk Ka has fulfilled that desire of mine, and I am very happy and proud to be playing the character of Yug Pratap Rajput in the show. Since I have done a considerable amount of work in the Bhojpuri industry, there a lot I can justify through Yug’s character and I am thoroughly enjoying it.”

The channel is running a special 360 degree marketing campaign of the show, including television, radio, on-ground and out-of-home activation. On ground, a seven day long bhopu activation has also been initiated where a decked up jeep with branding of the show will roam around the key cities of Bihar, Haryana and UP. A special digital event has also been planned with the popular dancer Sapna Choudhary.

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