Monday, September 2, 2013

bindass Celebrates Love with ‘Yeh Hai Aashiqui’

bindass Celebrates Love with ‘Yeh Hai 


~The event was attended by television biggies and received support from the leading NGO, Kranti ~
Mumbai, 31August, 2013:bindass, India’s leading youth brand recently organized an event for their latest show, ‘Yeh Hai Aashiqui’, which was a resounding success. The show talks about how love can win against the most daunting odds including societal pressures. And staying true to the show’s concept, the theme for the event was to ‘Celebrate Love’.  An upcoming episode on the show showcases the plight a young girl faces in her love life as she is caught in the vicious circle of flesh trade. Hence, for this event, bindass has received support from Kranti, an NGO that works toward the betterment of sex workers in Mumbai.Also present at the event were actress Veebha Anand, who portrays the young girl in the episode and well known actor Vikrant Massey, who is the host of the show.
The event saw a great turnout of stars from the television fraternity, who showed up to lend their support to the show and its cause. Actors such as Pooja Gor, Pratyusha Bannerjee, Mahi Viz, Rajsingh Arora, Karan Kundra, Kritika Kamra were present. The basis of the event was a discussion between the NGO spokesperson, the press and the cast of the episode.
The objective was to drive home the fact that there is hope for everyone when it comes to love and that through shows like ‘Yeh Hai Aashiqui’, we are able to tell the world that love can indeed overcome every situation. The show deals with various stories based on real life incidents that have since time immemorial been considered as unusual and ‘not the norm’ in our society. Through its episodes as well as the event that took place, ‘Yeh Hai Aashiqui’ is trying to highlight its underlying cause of doing away with societal prejudices when it comes to love and relationships.
Talking about the recently concluded event Shalini Sethi, Director, Programming, bindass, Media Networks, Disney UTV said, “We at bindass to continue to offer our audiences innovative content and engaging narratives and through Yeh Hai Aashiqui, we strive to bring to the fore, the fact that love is truly unconditional, irrespective of the situation or circumstances. The show will act as a mirror to the society by bringing real life unusual love stories which are not accepted and respected in the Indian society.Through this event, apartfrom the show, we also wanted to highlight the excellent work done by the NGO Kranti for the upliftment of the women trapped in flesh trade. I am sure that the new concept will not only be appreciated by our core audiences but will also appeal to the larger segment of the society.”

Commenting on his role as the host, Vikrant Massey says, “I am very excited to be a part of ‘Yeh 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”.

Post the discussion that was held at the event, there was a special screening of the episode that was organized for all present. The character of the sex worker in the episode was essayed by actress Veebha Anand who was earlier known for her role as Sugna in the daily soap, Balika Vadhu and was narrated by the host of the show, Vikrant Massey who is a well known television and film actor.

WatchYehHaiAashiquievery Sunday at 7:00p.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. 

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