MUMBAI: After Uttaran, Film Farm Production is ready to launch a new show on Colors. Ishq Ka Rang Safed is a woman centric programme revolving around a young girl who loses her husband in her 20s.

Slated to go on air from 10 August, Ishq Ka Rang Safed will be aired from Monday to Friday at 6.30 pm and will be replacing Shastri Sisters. 

Ishq Ka Rang Safed showcases how the protagonist suffers from deprived culture and rituals for widows in Banaras but nonetheless breaking all setbacks and false cultural norms, falls in love and proves that a woman has all the rights to move on in life.

We might not see widow culture in metropolitan cities, but there are places in the Indian hinterland where widows are still abandoned. Speaking about such rituals, producer Rupali Guha said, “Before working on the show, I had just read about widows in India and the concept of Vidhwa Ashrams. I did a bit of research and strangely there are such ashrams, where widows live and they suffer from loneliness. There are some women living there who have been abandoned. But a woman has all the right to move ahead with life and that's what our show focuses on.”

Ishq ka Rang Safed has strong competitors in Suhani Si Ladki on Star Plus, Kalash Ek Vishwas on Life Ok, Bhabhiji Ghar Par Hai on &TV and Sarojini on Zee TV.

Speaking about the viability of slotting Ishq ka Rang Safed at 6:30 pm, Guha said, “Suhani Si Ladki worked in the same slot and so I see no reason for this to not work. Women at home want to watch good programmes. There are regional programmes, which have worked for this time slot. Time slot is no longer a criterion as today a 10.30 pm slot works and so does a 5.30 pm slot.”

The show is targeted at Indian woman all over the world. Guha said, “My target audience is every Indian woman living in India and abroad who likes to see a good love story.”

“With this show I want people to realise what we're trying to portray and empathise with the widows in their homes. We need to look after these women because they are anyway going through a lot of trouble,” she added.

The story has been scripted by Shanti Bhushan who was writer of Mann Kee Awaaz Pratigya. Screenplay is by Rajesh Dube and episode writer is Abhijeet.