bindass to bring alive ‘love against all odds’ stories in brand new show ‘Yeh Hai Aashiqui’ presented by GLAM-UP
The show featuring unique love stories will premiere on August 25th at 7pm
Mumbai Aug 21, 2013: bindass the ultimate content destination for youth is all set to bring yet another exciting offering ‘Ye Hai Aashiqui’ centered on the theme of ‘love against all odds’. Through this show bindass will showcase the most unique love stories which prove the age-old adage that love is the strongest emotion and can indeed, triumph despite facing the most daunting of odds. The show will feature youngsters who have dared to pursue love that does not fit into societal norms, and considered relationships that society at large still considers unusual. True to its promise of being a mirror of today’s youth, bindass, with yet another show, will represent their relationships, to showcase how love can help people conquer all difficulties. Yeh Hai Aashiqui underlines the reality that today’s youth does not look at age, societal standing, the possible obstacles or even gender before falling in love.
“bindass prides itself in creating shows with engaging narratives, on themes that are close to the hearts of youth. The Indian youth are able to relate and understand stories with complex emotions given a comparatively higher Emotional Quotient. Romance without a worry for the odds is very much at the center of a youngster’s life and unconventional as it may be, love without rules and societal norms are a reality in today’s times. Yeh Hai Aashiqui much like the brand bindass will bring many inspirational, frank and fearless stories rooted in real life experiences, and provide insights into the complexities of relationships that may not be ideal but do echo the essence of true love”, said Shalini Sethi, Director Programming, bindass, Media Networks, Disney UTV.
The episodes in the show have been inspired by real life stories of unconventional love from across India in a ‘recreated reality format’. From the story of a small town girl who had the courage to love a guy with terminal illness, to the boy who dared to love a simple and pure hearted girl from a questionable background and decided to marry her, these stories will bring alive the many bittersweet facets of true love. The experiences of the real life characters will be enacted by well-known names from the television industry. Presenting these stories to the viewers will be popular the model turned actor, Vikrant Massey (“Lootera”, “Balika Vadhu”). As the host of the show he will play a pivotal role in each episode, taking the audience through relationships that are considered out of the ordinary and unconventional in our society.
Commenting on his role as the host, Vikrant Massey says, “I am very excited to be a part of ‘Ye Hai Aashiqui’ on bindass. It is enriching to host a show that makes a bold and purposeful statement to the youth of today. I truly believe that this is a wonderful step by bindass to bring complex love stories inspired by real life experiences of the youth and these stories deserve to be told”.
“GLAM-UP is a premium product targeted towards the youth and bindass being a 360 degree youth brand helps us reach our TG directly. Love is an emotion that resonates with today’s youth, hence, we are excited about partnering with bindass on Yeh Hai Aashiqui. It’s a unique format of unusual love stories that has never been told before and will definitely garner attention,” says Deepam Patel, joint managing director, Vini Cosmetics.
Do not miss Yeh Hai Aashiqui on Sunday, August 25 at 7:00 p.m. only on bindass!
About bindass: Launched in September 2007, bindass is the first 360 degree entertainment brand for Indian youth that spans TV, on- ground events and digital. Synonymous with grit, style and success, bindass is a brand of purpose and relevance. Reaching over 64% of Indian youth, bindass offers a unique blend of content across genres that appeal to the youth across platforms that they access. The channel is home to the best known home grown youth oriented cult shows and franchises such as Emotional Atyachaar, Superdude, Beg Borrow Steal and Big Switch.
Media contacts: Sneh Kulkarni: 9820712440, [email protected]; Renuka Kalal: 9930309871, [email protected]