SAB TV's Don't Worry Chachu: Riding on the promise "Asli Mazaa SAB ke Saath Hai'

Television channels over the years had become monotonous, repetitive, and boring. The same saas ' bahu drama, high volume conversations on screen, larger than life characters ' all of it offered by almost all leading players, making the GEC market highly cluttered. Breaking the clutter, SAB TV entered a few years back and distinctly positioned channel in the crowded GEC space as India's only family comedy entertainment channel.

SAB with a core brand promise of "Asli Mazaa SAB ke Saath Hai' offered shows that are light-hearted and make for an enjoyable "family-viewing". Shows like Papad Pol Shahbuddin Rathod Ki Rangeen Duniya, Tarak Mehta ka Oolta Chashma, Sajan Re Jhoot Mat Bolo, Lapataganj etc, stood true to the brand's promise. The last offering, Ammaji Ki Gali, however failed to meet the audiences need. Anooj Kapoor, Executive VP & Business Head SAB TV said, "A female ' centric show, it was an attempt to win the "soap audiences'. Adding further, he said, "We realized that along with family, we are a more male ' centric channel. Thus, through Ammaji Ki Gali's failure, we discovered that it is better to stick to our original format; which is to present the males as the engines of the family and bring the family on the channel".

Within only a few months of its launch, Ammaji Ki Gali will soon go off-air, and shall be replaced with another light hearted show Don't Worry Chachu starring Asif Sheikh as Chintan Desai. The story revolves around Chintan Desai fondly called as Chachu and his lovely joint family. The show will premiere from Oct 3rd and will be aired every Mon-Friday at 7:30 p.m on SAB TV.

The Story of Don't Worry Chachu revolves around a Joint family, in which interesting happenings occur daily due to Chintan Desai's nature. Chintan as his name suggests is always worried. He is a kind hearted person who is always concerned about his people so much so that his concern has now turned into a constant worry. Chintan is over concerned but, his wife Bhavana is quite opposite to him. Popular stand-up comedian Sugandha Mishra has been roped into play Bhavna's role opposite Asif Sheikh. The show is based on how the entire family gets caught in hilarious situations due to his over concerned nature.

Anooj Kapoor, during the launch said that, "Our next offering is a light hearted show that captures the plight of a good natured person who is over concerned and overprotective about people around him and that in turn creates humorous situations."

Vipul.D.Shah, Exceutive Managing Director of Optimystix said that, "Don't Worry Chachu is a refreshing & unique joint family sitcom. It has lots of fun moments, interesting characters & amidst all this there is a balancing factor of Chachu who is responsible yet worried. In each family there is one such member who is overprotective and concerned about others & the humour and emotions that develop due to their concern are captured in this show."

Chintan Desai aka Asif Sheikh said that, "I have worked on variety of shows on SAB TV and have a great association with SAB.I have experimented with my looks and worked very hard on my role. This show is worthy to be watched with your family because it gives importance to love and morals."

The show is created & Produced by Vipul.D.Shah from Optimystix.

Don't Worry Chachu will present light hearted entertainment in light mood. Stalwarts of comedy Anang Desai, Sugandha Mishra & Asif Sheikh who are known for their comic timing will be seen on the show and it surely will be entertaining for the viewers to watch how hilarious situation happen due to over concern nature of Chachu in their family staying at Juhu. | By Ankita Tanna [ankita(at)adgully.com]