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General News Zee TV to air romantic drama ‘Kaleerein’ from 5 Feb
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MUMBAI: Hindi GEC Zee TV will air new fiction drama ‘Kaleerein’ from5 February, every Monday–Friday at 7.30 pm. The show will replace the channel’s existing series ‘Aisi Deewangi Dekhi Kahi Nahin’.

Produced by Triangle Films, the show features Arjit Taneja and debutante Aditi Sharma in the lead roles. It is the story of Meera, a small-town girl from Punjab, who chooses to assert her individuality against the reality of bride grooming schools that are mushrooming all over Punjab; schools that prescribe a bucket-list of must-have qualities for a bride to land the perfect groom.

In order to promote the show, the channel has partnered with Gul Panag and launched the #ChangeHerNot social media campaign. To break the stereotypical mould, the sheer absurdity of stark reality and to nudge the audience to question the age-old shackles, the matrimonial website was introduced on social media by vocal supporter Gul Panag who criticized the portal for commoditizing brides.

As the true intent of the website and the #ChangeHerNot campaign was revealed, it received support from all quarters of India, reflecting that Indians are no longer willing to adhere to societal shackles but want to rewrite them to take control of their own destinies.

Along with the #ChangeHerNot campaign, Zee TV has also planned a series of ATL and BTL activations to create awareness about the unfair expectations that one has from a prospective bride, and highlight the concept of Kaleerein amongst the relevant target audiences.

Source:
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Airtel Digital HD Recorder / Kerala Vision Digital TV
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