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 SET
executive VP Sunil Lulla said, "We are continuing to focus
on the ruthless contemporary woman who achieves her goals in life
by grit and not manipulation."
Sikander chipped in, "Earlier I used to stay in Thane. But
now I have shifted to Andheri. I understand the trials of life and
quite identify with the role." Sikander has worked in movies
like Mann , Prem Aggan, Ansh and Patth.
She has also done music videos with singers like Harbhajan Mann
and Abhijeet.
 SET
executive VP, programming and response Tarun Katial offered, "Yeh
Meri Life Hai is fully charged with all the ingredients to make
it connect well with the viewers - a contemporary setting and the
contrast between the value systems of a typically Gujarati family
and the aggressive world of today's youth. With a young, peppy and
relatable lead protagonist like Pooja and the depiction of her vivid
life, we are also looking at giving clear alternatives to the viewers."
Produced by Sanjiv Sharma and Vipul Shah (Optimystix Entertainment
India Pvt Ltd), the show will also star Manoj Joshi, Vandana Pathak,
Kishore Godbole, Shital Kothari, Tanaaz Currim, Nikhil Yadav, Ajay
Arya, Amit Jain, Simple Kaul, Salil Acharya and Smriti Joshi. While
Gursheel Walia is the creative head of the show, Sanjay Khanna and
Apoorva Acharya will weild the megaphone.
What is puzzling is that all the shows on SET which have followed
Jassi Jaissi Koi Nahin, Kkoi Dil Mein Hain, Saaksshi,
Kkuch Kehna Hai Mujhko and now Yeh Meri Life Hai have
propagated the same theory that a woman has more to her than her
beauty, husband and kids. The entire marketing campaign is triggered
on the same sentiment, that is, aspirations, creativity and financial
independence is not the domain of man solely.
Dasgupta offered, "In India, there are more middle class homes
than the rich ones. Today, its' said 'India is shining'. This is
happening because women have become aspirational."
According to Lulla, the show has been launched, based on an insight
which reveals that the women belonging to the 18-34 age group in
India dare to dream, are hardworking and not dumb and want to achieve
something in life in addition to being a good wife and mother.
SET might succeed in getting the spill over audience from Jassi
Jaissi Koi Nahin. But the million dollar question is: Can they
succeed in shifting the eyeballs from their arch rival Star Plus'
top show in the same time band - Kahaani Ghar Ghar Kii?
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