Trust Ekta Kapoor to come up with unique marketing strategies. For her new film co-production "Ek Thi Daayan", she is launching a TV mega-series, through which eight TV actresses will promote the movie differently.
The show "Ek Thi Naayika", to be aired on Life OK starting March 9, will be a 16-episode thrilling and spooky series.
All of Ekta's favourite leading ladies from her top-rated TV series will be seen in this new and innovative television property. The big names include Smriti Malhotra Irani, Sakshi Tanwar, Aamna Shariff, Mauli Ganguly, Shweta Tiwari, Kritika Kamra, Pooja Gaur and Ankita Lokhande.
"This is the first time ever that the biggest household names of television have come together to participate in a high-concept fictional series oriented at promoting a forthcoming film. This is creative marketing at its best," Ekta of Balaji Motion Pictures, said in a statement.
The show will also have an appearance by characters from "Ek Thi Daayan", including one by Bollywood actor Emraan Hashmi.
The movie "Ek Thi Daayan", co-produced by Vishal Bhardwaj, is releasing April 8. It also has Konkona Sen Sharma, Kalki Koechlin and Huma Quereshi as part of its key cast.
On the show, Smriti plays a Gujarati woman, Sakshi essays the part of a Rajasthani woman, while Mauli plays a Bengali character. Kritika will play a Punjabi 'kudi' from Chandigarh, and Aamna essays a Muslim protagonist from Uttar Pradesh.
Actress Shweta will appear as an Uttar Pradesh girl in "Ek Thi Naayika", while Ankita will be seen in the part of a Maharashtrian girl, and Pooja will play a Delhi girl.