Beauty – A blessing or a curse?
  • posted by
  • Nupur Jetly
  • last updated on
  • August 21, 2020
  • at
  • 8:26 am

Beauty can be captivating, enrapturing, and can make you feel empowered. But what if for someone, it turns out to be a curse more than a blessing and makes one feel enslaved than liberated?  Presenting a heartwarming tale of love and self-liberation is COLORS’ new fiction offering, Pinjara Khoobsurti Ka. The show captures the journey of Mayura who is bestowed with the gift of beauty but it becomes her sole identity. Her parents celebrate her birthday for her beauty, her sister envies her for her beauty and people overlook her talent for her beauty. Feeling imprisoned by her own looks and allure, Mayura now seeks someone who will love her for who she truly is and not only for her appearance. Produced by Parin Multimedia, Pinjara Khoobsurti Ka will premiere on 24th August 2020 and will air Monday- Friday at 9.00 pm only on COLORS. 

Speaking about the show, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, says, “Stories have a powerful way of bringing to light societal outlook and conformity that exist around us. At COLORS, our aim is to highlight such issues and present them to our viewers through captivating narratives and inspirational characters. On similar lines, we are excited to present Pinjara Khoobsurti Ka, a concept that is close to our brand ethos. It focuses on Mayura’s journey, a beautiful girl who wants to break free from the proverbial cage of appearance and be admired for who she truly is.”

Set against the backdrop of the beautiful city of Jabalpur, the show will feature Riya Sharma as the gorgeous Mayura who is perennially judged by people around for her enchanting appearance. She is a dreamer, ambitious, and hopes to find a prince charming who will love her not only for her beauty but for her inner self.  On the other hand, for Omkar (played by Saahil Uppal), beauty is passion and he is obsessed with Mayura’s looks. Just when she sets out on a path of self- discovery and to introduce the world to her real self, Omkar enters her life and turns it upside down. Will Mayura be able to break free and follow her dreams? Or will her beauty become a curse for her?

Commenting on the concept of the show, Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, Viacom18 said, “At COLORS, we always strive to deliver content that resonates with the audience’s emotions. With Pinjara Khoobsurti Ka, we wish to narrate a story of a woman who is always seen through the lens of beauty while her talents go unrecognized. She feels entrapped by Omkar’s obsession and looks become a curse more than a blessing for her. This heartwarming narrative and intriguing tale of love will definitely strike a strong connect with the viewers.”

Elaborating further, producer Saurabh Tewari, CEO and co-founder, Parin Multimedia, said, “Mayura’s journey of self- liberation will be very dramatic and fraught with several challenges as she looks to find her own space and acceptance among people who have always judged her for her looks and not for her abilities. Along with Mayura, there are other powerful characters on the show that have their journeys and will keep the viewers intrigued and engaged. I am sure that the audience will love these unique characters and will be happy to be a part of their world.”

Riya Sharma, on essaying the character of Mayura, said, “My character as Mayura is something that I have never essayed before. Usually, people are happy when they are naturally gifted with good looks and are appreciated for it. But my character is looking for acceptance and appreciation beyond her physical appearance. It’s a challenging role and I am glad I got a chance to work with COLORS who are known to deliver groundbreaking shows over the years. I am extremely excited to begin this new and wonderful journey and I hope that the audience appreciates my work.”

Saahil Uppal, on essaying the character of Omkar, said, “I play Omkar who is a very complex character. He is a powerful, self-made businessman who is obsessed with beauty and I have never seen such a character on Indian television before. Omkar has shades of grey and he is intense and passionate. I am excited to bag this role and I’m doing a lot of training to get in the skin of the character. It is definitely among the most important roles in my career and I plan to deliver a spectacular performance which the audience will come to love.”

The launch campaign for the show is a reach based plan focused on television across network & non-network channels in all the hindi speaking markets. To generate massive buzz, the campaign will witness a unique ‘Colors Golden Petal Club’ virtual event crafted for Colors ardent fans and will be promoted though its social media handles reaching out to 18 million people. As a part of the digital campaign #Uncaged, the channel will present a beautiful film shot with the show’s protagonist Mayura showcasing her struggles. This will be followed by an influencer engagement wherein they will speak about their #Uncaged stories and everything that makes them truly beautiful. #Uncaged Facebook frame will also be created for people and influencers to use for their profile pictures. All this will be supported by a set of Google banners as non- branded classified styled matrimonial ads which will lead to COLORS website drawing a correlation to the show’s concept.

Along with Riya Sharma and Saahil Uppal in the lead roles, the viewers will also see Jaya Bhattacharya, Akanksha Pal, and Uma Basu playing prominent roles in the show.

Witness the stirring and heartwarming story of Mayura on Pinjara Khoobsurti Ka from 24th August, every Monday-Friday, 9 pm only on COLORS

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