It was a powerful story that was different from the general fare on GECs on Indian television, a grave issue that left a long-lasting impact on the minds of the viewers with endearing characters that touched million hearts and are still revered and iconic. About 13 years ago, COLORS brought “Balika Vadhu” that addressed the subject of child marriage in the simplest yet powerful manner.

A topic that was still labeled as taboo in our country was brought to life through Anandi’s story that took the nation by storm. While the show successfully changed many lives and mindsets, the evil custom of  child marriage is still prevalent and thriving in some parts of our country.

To bring about a change and reignite conversations to eradicate child marriage custom from society, the channel is set to launch “Balika Vadhu Season 2”. The show will capture the journey of ‘nayi Anandi’ (played by Shreya Patel) as she takes definitive steps to fight and undo the injustice done to her.

The show has been set in the rustic locales of the town of Devgarh, Gujrat and traces the story of two friends, Premji (played by Sunny Pancholi), and Khimji (played by Anshul Trivedi). As fate would have it, Khimji’s wife gives birth to a girl, Anandi, while a little boy Jigar (played by Vansh Sayani) is born to Premji. The very day, Premji and Khimji promise each other to get Anandi and Jigar married, and soon there comes a day when they are wedded to each other in a child marriage ceremony.

How will the journey unfold for Anandi and Jigar? How will Anandi fight the injustice done to her?

Speaking about the show, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, said in a statement, “In the past few months, we have introduced some of our biggest properties to provide wholesome variety entertainment to our viewers. From launching a brand-new season of “Khatron Ke Khiladi” set in Cape Town to announcing a visual-based quiz show, “The Big Picture” with Ranveer Singh as the host. Keeping the momentum high, we are excited to launch the second season of “Balika Vadhu”, a revolutionary show that is synonymous with the ethos of the channel. Armed with a brand-new story and characters, we will showcase one of the most loved shows with a social message that still holds a strong relevance.”

Talking about the concept of the show, Manisha Sharma, Chief Content Officer, Hindi Mass Entertainment, Viacom18 added that the new series is “more than just a show, (but) is an emotion”. The new Anandi will fight for her rights and surely turn out to be an inspiration to many girls suffering a similar fate and will touch the hearts and minds of viewers, she added.

Producer Sphere Origins’ Sunjoy Wadhwa, said, “We have always believed in the power of stories and the change that they can bring. The entire nation is a witness to how “Balika Vadhu” changed the perception of millions across the country and the face of Indian television. We still believe in the power of its concept as a section of our society affirms the custom of child marriage even today.”

Talking about playing Anandi, Shreya Patel said her family always told her about the special place the character of Anandi holds in the hearts of many Indians. “I am extremely excited as well as a little nervous to play a character that left such an impact on everyone,” she added.

The show will also feature talented artists including Anshul Trivedi, Riddhi Shukla, Sunny Pancholi, Shiju Kataria, and Seema Mishra in prominent roles.

To promote one of its most popular shows, COLORS has designed a robust marketing plan across print, television, and digital platforms.

On television, a 10-day campaign highlighting the nostalgia aspect of the show will be deployed. The show’s music track which induces a lot of emotion has been recreated and interwoven with each creative to build recall and drive viewership.

The channel will also be targeting print publications across key markets on the launch day showcasing the innocence and feistiness of the nayiAnandi. A digital event (COLORS Golden Petal Club)  for the viewers featuring Avika Gor, Anandi from Season 1 is also planned for the viewers and promises to take them on a trip down memory lane.

On the digital front, vignettes will be created featuring the former cast of the show —Avika Gor and Avinash Mukherjee — as they talk about their memories of season one. This will also be backed by a strong influencer outreach to create conversations around the show along with some hard-hitting videos, which will highlight the life of the children who have lived through this social evil.

“Balika Vadhu Season 2” will premiere on August 9 and will air Monday to Friday at 8:00 pm on COLORS.