With a stellar run on
ratings which have almost doubled in the last six months and a super successful
seventh season of MTV Splitsvilla, MTV,
the iconic youth brand is surging ahead with two new shows for the young
audiences. Starting 21st July,
the viewers of MTV will be treated to a fantasy teen love story, MTV Fanaah and a fun filled show about
friendship and college life - MTV Kaisi
Yeh Yaariyan. The shows will be aired from Monday to Friday, MTV Fanaah at 6 PM followed by MTV Kaisi Yeh Yaariyan
at 6:30 PM.
MTV Fanaah is about the complexities of a love story featuring supernatural entities such as vampires and werewolves. In addition to Rithvik Dhanjani and Raatan Raajputh, MTV Fanaah will also see leading television names Karan Kundra, Anita Hassanandani, Chetna Pande and Nakul Sachdev in prominent roles. A tale of multiple protagonists and entwined story line, MTV Fanaah will depict each protagonist in a never seen before avatar.
MTV Kaisi Yeh Yaariyan is a show that focuses on the relationship between a bunch of young people who have come together as they embark on a new chapter in their lives - attending college. The show will take viewers on a fun filled ride as the popular kids - Fab 5 - who also have a rock band, take on two new girls who they think don't fit into their world. The show, along with looking at this clash of opposites will also focus on issues that bug the youth and provide a slice-of-life view of the lives of young people today.
The show will star fresh young talent such as Parth Laghate, Charlie Chauhan, Krissann Barretto, Utkarsh Gupta, and Niti Taylor in key roles. The show will also see popular television actress Veebha Anand in a very interesting new avatar. Also joining the cast would be the cutie from MTV Splitsvilla Season 7 - Ayaz Ahmed. Some other prominent names who will make their come back to television will be actors such as Rushad Rana and Kishwar Merchant who have many a successful TV shows under their belt.
Speaking about the youth insights that inspired the channel to make these shows Sumeli Chatterjee, Head - Marketing and Insights, MTV India and the author of the MTV Curious Minds study, said "The shows revolves around the youth emotions of finding love, dealing with dilemmas and fighting for attaining their dreams. While youth are in love in idea of eternal romance, they are not exactly eager to commit in real life. The generation is confident, optimistic, ambitious and stubborn to achieve their dreams. Life is not exactly black and white and dreams are often challenged by destiny. But, today, youngsters love this challenge and welcome this fight with their circumstances to get to their ambitions. Both the shows build on these insights, have interesting protagonists who are easy to relate to and intriguing narration style."
Building on the concepts further, Vikas Gupta, Head - Programming at MTV, "Love and friendship are two very strong bonds and through these two shows we are trying to push the limits to explore the power of what both these bonds can achieve. At MTV we are now exploring and creating content that is cutting edge and that appeals to the innermost feelings and emotions of our audience, the youth. It's important for us to tell stories that evoke excitement, aspirations and yet are relatable. Both - MTV Fanaah and MTV Kaisi Yeh Yaariyan - are aimed at the generation of today."
The shows go on air from 21st July 2014 and will occupy the 6 PM to 7 PM weekday slot from Monday to Friday. Along with a robust on air promotion, the shows will also be supported by a 360 degree marketing plan. MTV Fanaah 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. For MTV Kaisi Yeh Yaariyan, MTV will be launching an extensive campus outreach program.