Instep Today

The story behind ZEE5’s Zindagi

By Buraq Shabbir
Sun, 07, 20

Zee5 is headed by Zee Entertainment Enterprise, the entity that conceptualized Zindagi TV, a channel that introduced an array of Pakistani dramas to Indian audiences between 2014 and 2016

Pakistan and India share a strong history of cultural exchanges, which have historically had their fair share of complications. A major lapse in relations came after the Uri attack in 2016 that put a halt on the creative process, resulting in ban on artists as well as content (music, dramas, films) from both sides of the border. However, according to recent developments, Zee5 – an Indian Video on Demand service launched in 2018 – is all set to revive the exchange and stream original Pakistani content under its ‘Zindagi’ segment.

Zee5 is headed by Zee Entertainment Enterprise, the entity that conceptualized Zindagi TV, a channel that introduced an array of Pakistani dramas to Indian audiences between 2014 and 2016. Pakistani content has long been appreciated beyond borders and the programming resonated well with viewers in India. Zee5’s initiative Zindagi will serve the purpose in the digital arena.

The brain behind Zindagi TV, Shailja Kejriwal, Chief Creative Officer – Special Projects, Zee Entertainment Enterprises Ltd. shares, “There is a massive change in the content consumption patterns in the last few years and Zindagi is being presented on Zee5 in its phase 2 to cater to global audiences. Zee5 is an OTT platform that showcases a myriad of stories and we are bringing Zindagi to this platform to give the series a worldly window.

“At Zindagi, we all come with a strong belief system that art has been and always will be the biggest catalyst for cultural exchange. Stories have the potential to encourage people, world over, to look beyond boundaries and give them a sense of unity and togetherness. With ‘Zindagi’, we aim to initiate dialogue, to bridge divides and to just be able to tell great stories in collaboration with artists from South Asia,” Shailja told Instep in an exclusive conversation.

Reflecting on what led to this unanticipated revival of the cultural exchange, the CCO shared, “Digital platforms have brought the world closer together and we are now able to experience diverse cultures and narratives from across the world. Pakistan has such phenomenal talent that collaborating seemed like an obvious thing to do. What is really interesting is that though we are so similar in language, culture and ethos, there is a difference. We have grown together but differently. And that is exciting to explore – the similarity and yet the uniqueness. This collaboration in my mind would create a new space for South Asian content globally. I’m sure, it will encourage more platforms to come forward and do the same. It is great when such collaborations grow an industry and we feel proud to have paved the way and contributed in some way.”

Shailja, who also initiated Zeal for Unity that brought together six filmmakers each from Pakistan and India, feels immensely grateful and humbled to be able to tell stories that have a purpose beyond the narrative. However, she admits that with an immense sense of fulfilment comes a great sense of responsibility that goes way beyond just making a good show; she is deeply conscious of the fact that this is a unique opportunity and that together we need to make it matter.

From Pakistan, Group M Pakistan and Motion Content Group is at the helm of affairs and is proud to have made this dream come true. Speaking exclusively to Instep, Chief Investment Officer Ateeq Ur Rehman asserted with pride, “It’s never easy when you go against all odds to do something that has never been done in your market. We believe that as thought and market leaders, the onus is on us to continue pushing the envelope. All new projects and initiatives require passion and imagination coupled with a great team and we are proud to have both. The journey required a lot of efforts put in from the team whether it was Group M or Zee, or our talent fraternity, and the way we sailed through it was commendable.”

Considering this as a first step towards a territory the group hadn’t explored earlier, Ateeq Ur Rehman believes that content consumption has no boundaries especially in the digital space. “Pakistani content always had the potential to speak not just to the 2 billion people that understand the language but a larger global audience that shares similar emotions,” he furthered, adding, “While working with local talent, it was astonishing to see what can be achieved through them, if one gives them the right creative liberty to activate their passion points. We want all other like-minded people to now come together and share the same passion of creating content of international standards and help us build our media industry.”

Under the initiative, five curated shows created by Pakistani directors will release over the last week of July across 190 countries with a focus on India, Pakistan, Middle East and the UK. A teaser indicating the arrival of the five series was launched earlier this month; revealed that Zee5 will present 1000+ hours of Pakistani content in the coming months with a subscription fee less than PKR 200 per month.

Here are the five original local series the world will get to watch on Zindagi…

Ek Jhooti Love Story

Shot in Karachi, Ek Jhooti Love Story is a social comedy penned by Umera Ahmed. According to director Mehreen Jabbar, “It deals with societal pressures and expectations, love in the age of the internet, etc. and while dealing with these subjects the tone and feel of the series is light and easy to watch. This was a genre that neither of us had really done so it was a challenge to get the tone just right! I have worked with Zee Zindagi on Lala Begum before so I knew the team well. They have always been very encouraging to showcase Pakistani stories and talent across the border and it was a relationship of mutual respect and creative collaboration.”

Speaking with reference to the creative liberty she had, Mehreen pointed out that the length of the series is based entirely on the story. “One is not forced to do 20-30 episodes so it’s refreshing then to think of stories that one really wants to tell without that pressure. And then it’s not subjected to the ‘ratings’ madness so one can explore genres and styles,” the director added.

Mehreen is of the view that Pakistan has so much talent that needs a wider canvas. “The arts always promote a deeper understanding and open eyes; we must not think in an insular way,” she asserted.

Ek Jhooti Love Story has an ensemble cast including Bilal Abbas, Madiha Imam, Beo Zafar, Mohammad Ahmed, Kiran Haq and Hina Bayat among others.

Mann Jogi

Featuring the incredibly talented Saba Qamar and Noman Ijaz in key roles, the highly anticipated series Mann Jogi is directed by Kashif Nisar while it is written by Saji Gul. According to the writer, the series explores gender roles beyond stereotypes with Noman Ijaz playing an effeminate man while Saba Qamar will be seen as a dominating woman. “It portrays friendship that is stronger than love,” shared Saji Gul, adding that most part of the series has been shot in Lahore.

Speaking of Zindagi, the writer shared that the new series will launch one by one later this year. “There is room to explore in-depth topics and experiment with story and character arcs while having a completely unique way of storytelling,” the writer explained the process. “It will have a much wider reach in terms of viewership and diversity. Once the series are launched and do well, the initiative will open more doors for Pakistan in the international market and will help change stereotypical representation of Muslims across the globe. It is a step in the right direction and a very bold one from Zee5 amidst the rifts that have been going on between the two states.”

Abdullahpur Ka Devdas

Directed by Anjum Shahzad, Abdullahpur Ka Devdas features Bilal Abbas Khan and Sarah Khan in pivotal roles in addition to Savera Nadeem, Noman Ijaz, Shahzad Nawaz and Ali Ansari. As the name suggests, it is a story of love, sacrifice and friendship shot in Karachi, Lahore and Bahawalpur. Written by Shahid Dogar, the story will be based on 13 episodes.

“There is a lot of creative liberty while creating such series and more margin to explore the subject,” noted director Anjum Shahzad. Refraining to reveal much about the story at the moment, the director added that gradually we will be able to create more stories for the web as online audiences begin to grow.

Dhoop Ki Deewar

With Sajal Aly and Ahad Raza Mir headlining the project, penned by Umera Ahmed and directed by Haseeb Hasan, Dhoop Ki Deewar is another exciting series to look forward to. The director did not reveal anything new about the project but in an earlier interview with Instep, he shared some exclusive details. Set against the backdrop of Kashmir and Pulwama attacks, the narrative includes everything families and kids of martyred army officers and jawaans go through on both sides of the border. With an ensemble cast including Samiya Mumtaz, Samina Ahmed, Savera Nadeem and Manzar Sehbai, Dhoop Ki Deewar follows the lives of two teenagers, one from India and one from Pakistan.