MUMBAI: Who ever thought that the traditional age-old contrived tale of snakes taking human form to avenge their parents death? Well Ekta Kapoor, Raj Nayak and Manisha Sharma did. And the trio had a runaway Naagin on their hands last year on Colors, which ran on weekends on the channel for eight months. So much so that it reached numero uno status even in Pakistan.
Nayak and Sharma decided to give it a break to accommodate other weekend programmes. Three months later, it is ready to make a comeback in Naagin season II on 8 October at 8 pm.. Season I saw it became the No1 show across television channels within 30 episodes of debut. The show proved to be a game-changer for Colors.
In the first week of the launch itself, the fiction show 'Naagin' overtook the top five programmes on Hindi general entertainment channels (GECs). Additionally, 'Naagin' also became one of the first weekend shows which totted more ratings than the top-rated weekday shows.
Says Colors CEO Raj Nayak: “Naagin has been a gloriously successful proposition for us, whose precise casting, gripping narrative and flawless execution has found appeal with audiences across the country, and has redefined the 8pm slot on weekends. As content creators, our challenge with a show like this was to weave the perfect narrative connecting childhood folklore to its real-life projection on screen, thus making Naagin a landmark show. It has been the numero uno show amongst Hindi GECs, and the feedback that the rushes have received gives us confidence that the second edition will surpass all previously set benchmarks.”
Naagin, in its first season, highlighted a saga of love laced with revenge. As the story drew to a close, Naagin claimed triumph over evil. Ritik (Arjun Bijlani) and Shivanya became parents to a young girl, Shivangi. And, as time passes, Naagin 2 will progress by 24 years, now focusing on Shivangi’s life as she blossoms into a young woman, against the scenic backdrop of Dehradun.
Says Colors programming head Manisha Sharma: “With Naagin, we opened up another genre of entertainment for the viewers. Naagin created history with its compelling storyline to become the unprecedented No 1 show on Indian television. And now, as we kick off Naagin 2, here’s another tale with a shape shifting snake at its helm that will once again make fantastical characters television’s newest stars.”
Balaji Telefilms producer Ekta Kapoor adds: “Naagin is a very special show for me. The show marked my first foray in the mystical genre, and empowered us to explore a different kind of storytelling altogether. As we march ahead, we bring together not only the show’s original cast, but also a volley of newer faces who will narrate Shivangi’s tale, as she takes the mantle of being the Nagmani’s protector forward. This season we are raising the bar on visual effects to incorporate newer technologies, and will put together a tight and engrossing narrative to heighten viewer experience and build intrigue like never before.”
To promote Naagin 2, Colors has devised an extensive integrated marketing campaign across mediums including print, cable and DTH, radio, news channels, OOH, cinema, etc. This will be complemented by a robust digital campaign incorporating multiple social media platforms like Facebook, Twitter, Instagram. . The channel has also planned on-ground activations aligned with the Colors Golden Petal Club across multiple markets. Sources indicate that a marketing budget of round Rs 2 crore has been kept aside for the show.
