GECs
COLORS launches an epic tale of good vs. evil – ‘Vish Ya Amrit: Sitaara’
MUMBAI: COLORS, India’s leading premium Hindi entertainment channel is strengthening its leadership in the fantasy and supernatural genre with the launch of ‘Vish Ya Amrit: Sitaara’ – a stunning recreation of the Vishakanya folklore that existed from the time of Chandragupta Maurya. Produced by Rashmi Sharma Telefilms, the show will premiere on 3rd December 2018, Monday – Friday 10:30 pm only on COLORS.
Historically speaking, the cloak of mystery concealed the identity of Vishkanyas for too long. But folklores surrounding their existence have always fascinated viewers across age groups. COLORS’ newest offering, Vish Ya Amrit: Sitaara will see a beautiful portrayal of this concept that was once considered extremely powerful to combat enemies or take revenge. The show boasts of a stellar star cast, with Adaa Khan playing the title role of Sitaara, Shilpa Saklani (Vrinda)Sandeep Baswana (Kuldip Shekavat) and Shakti Anand (King Shivdaan Singh) amongst others.
Centuries ago Indian rulers trained girls to become assassins, first making them immune to poison and then – by slowly introducing poison into their systems – turning them venomous. Hence the term ‘vishkanya’. Known for their beauty, vishkanyas used seduction to escape dangerous situations and bring empires to their knees. Vish Ya Amrit: Sitaara is set in Vikralgadh village in Rajasthan and traces the journey of Sitaara, who is oblivious to her own identity. Abandoned in her infancy by her mother, she is brought up by her father Kuldip Shekavat who is a loyal palace manager to King Shivdaan Singh. Falling in love with the pretty Vrinda marks the beginning of Kuldip and the king’s downfall. The story takes a sharp turn when Sitaara embarks on a journey that forces her to choose between good and bad. Sitaara is a girl of high integrity is willing to stand by her convictions at all times, and against all people, even when it means standing up against people who might have cared for her.
Speaking about the launch, Nina Jaipuria, Head, Hindi Mass Entertainment and Kids TV network Viacom18, said – "COLORS has always created visually extravagant and immersive experiences for our viewers. With Vish Ya Amrit – Sitaara we continue to push the boundary with unique storytelling and scale that is sure create another category milestone.”
Resonating similar sentiments, Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, Viacom18, said: “Sitaara as a show has been conceived keeping in mind the new wave of concepts that come with a little element of thrill and keeps viewers on the edge of the seats. Our lead protagonist is torn between the love for her mother who is evil personified and her own value system which prevents her from doing anything but good. The viewers will love to see this tussle between sin and virtue and see her choose the path of righteousness going against the wishes of her mother.”
Producer Rashmi Sharma said: “In mythology, vishkanyas had the power to destroy empires. With Vish Ya Amrit: Sitaara, a girl who doesn’t know her roots is compelled to choose between her real identity and the one she grew up with. She is an honest rendition of a woman with good upbringing. We’re sure that the audience will enjoy this journey.”
Adaa Khan said: “I’m thrilled at the opportunity and in love with my character. Her uniqueness will make her stand apart. I’m thankful to COLORS and Rashmi Sharma for believing in me and giving me a chance to awe my fans and viewers with another beautiful narrative.”
COLORS’ has won the hearts of the viewers with its innovative storytelling in the fantasy-folklore genre. The channel is confident that this exotic concept will win the hearts of the audience once again as it presents it anew through Vish Ya Amrit: Sitaara
Will Sitaara’s hidden past reveal an unsteady future? Will she prove to be a femme fatale or the savior of her province?
GECs
EPIC Company unifies all brands under single EPIC identity
IN10 Media rebrand aligns TV, digital and films into one ecosystem
MUMBAI: The EPIC Company, formerly known as IN10 Media Network, has announced a sweeping brand consolidation, bringing its television channels, digital platforms and content IPs under a single identity, EPIC.
The move is aimed at simplifying the company’s structure while creating a more connected content ecosystem spanning television, digital and films. By aligning multiple verticals under one umbrella, the company is looking to present a sharper, more cohesive face to both audiences and partners.
As part of the transition, several channels have been rebranded to align with the EPIC identity. EPIC will now operate as EPIC TV, while Nazara becomes EPIC Bharat, Filamchi is now EPIC Bhojpuri, Gubbare transitions to EPIC Kids, and ShowBox is reintroduced as EPIC Music. Ishara will continue under the identity EPIC Parivaar, maintaining its core positioning.
The company has also refreshed EPICON, its streaming platform, to reflect a more unified and modern brand experience. The overhaul is designed to improve content discovery and create a seamless experience across platforms.
This consolidation follows the recent launch of EPIC Studio, a unified production arm that brings together Juggernaut Productions and MovieVerse Studio, as the company expands its footprint across films, OTT and television.
The EPIC Company managing director Aditya Pittie said, “As our scale has grown, it has become important to simplify how we operate and how we present ourselves to the ecosystem. This consolidation gives us a clearer, more future-ready structure to partner, invest, and build at scale, while ensuring that for viewers, the experience is more seamless and intuitive.”
With the rebrand, The EPIC Company is positioning itself as a platform-agnostic content network, focused on scale, simplicity and integrated storytelling. By bringing everything under one banner, it is aiming to make its content universe easier to navigate and harder to ignore.
