Friday, July 11, 2014
| 12:23:26 PM IST (+05:30 GMT)
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After the phenomenal premiere of Killer MTV Splitsvilla 7, MTV, the iconic youth brand, is back again with yet another treat for all the viewers. With the monsoons spelling the official beginning for the season of love, MTV is all set to launch a brand new show which will focus on love in a supernatural setting- MTV Fanaah - An Impossible Love Story. The show will go on air from 21st July 2014, will be telecast from Monday to Friday at 6 PM.
The series concept took shape when MTV concluded the 11000 youth research across 40 cities earlier this year, whose findings were presented at the MTV Youth Marketing Forum. The research suggested that the youth are captivated by fantasy love tales and the supernatural. "Love stories have always found favor with the youngsters. While the study suggests that in their real life, commitment is rare and, that most of them are casually dating, experimenting, or are single-and-ready-to-mingle. But, the youth are in love with the idea of eternal romance" says, Sumeli Chatterjee, Head - Marketing and Insights, MTV India. Building on these findings, MTV decided to come up with a unique story of teen love featuring vampires and werewolves.
The show will see popular television artists such as Karan Kundra, Rithvik Dhanjani, Ratan Rajput, Anita Hassanandani and Chetna Pande delivering power-packed performances through the series. Building on the concept further, Vikas Gupta, Head - Programming at MTV said, "Love is a very strong emotion and with MTV Fanaah we really want to push the boundaries of what love can mean to different people and what one can achieve purely through the power of love. It's a great story and we're glad to have biggest and the hottest actors, who have a very strong connect with the youth in India - like Karan Kundra and Rithvik Dhanjani essaying lead roles in the show. It's a story about young people in love albeit in an extraordinary circumstances. Fantasy is the most successful as well as the most underrated genre and I'm sure the viewers will connect with our characters and enjoy the show immensely."
The show is going to be a
breakaway from a run-of-the-mill fiction in the youth genre. Speaking further
about the show, Sumeli Chatterjee, Head
- Marketing and Insights at MTV India said, "We love to break the monotony
of the genres. Routine is boring. And MTV is guided by a mission to Kill Boring
to be the biggest, boldest,
youth entertainment brand on the planet." MTV is known to create shows
that bend the genre rules. MTV Fanaah challenges the routine genre rules in
terms of its show plot, narration style and characters. MTV Fanaah is a story
of multiple protagonists with entwined storyline.
Sumeli further added, "Life is not exactly black and white, so, why should the characters be depicted that way in the series? Routine serials would portray characters as heroes and villains. You will see a very interesting difference in MTV Fanaah as all characters are gray. They are not exactly good or bad, they are good and bad. This would make it an interesting viewing and easier to relate to for the viewers."
The show goes on air from 21st July 2014 and will occupy the 6 PM weekday slot from Monday to Friday. Along with a robust on air promotion, the show will also be supported by a 360 degree marketing plan, which also packs in a lot of intrigue. The show teasers were launched earlier last month through a unique leak video featuring the lead actor Karan Kundra biting a girl at a bar which went viral and generated a lot of curiosity thus making this one of the most eagerly awaited shows on MTV.
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