Tailored for Television
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When Vidhu Kohli, a dentist, met the man of her dreams, she was determined to have a grand wedding to celebrate. Unfortunately, an accident left her with facial burns. What followed was a series of surprises — her fiance supported her through her ordeal, and steering the arrangements for her D-day was a team of experts led by ace couturier Sabyasachi, who even designed her bridal ensemble. Kohli's makeover story made for great television viewing as part of the second season of Band Baaja Bride (BBB). The 13-episode series, aired on NDTV Good Times, put bridal fashion under the spotlight.
Television programming in 2012 saw a marked shift towards Indian fashion and lifestyle in general with shows such as What Not to Wear-India, Be Blunt with Adhuna Akhtar (both aired on TLC) and the series Collaboration Culture that was telecast on BBC World News. While the first two shows revolved around clothing and hairstyle-driven makeovers, Collaboration Culture brought together accessory designer Shilpa Chavan and Argentinian textile designer Martin Churba, who created a look book that borrowed from both their backgrounds.
"Our target group are youth and professionals as old as 35 years. Both our shows were essentially about makeovers that had real life participants, enabling our core audience to connect with them," says Rajiv Bakshi, VP, Marketing & Communications, Discovery Networks (Asia-Pacific, South Asia), about the idea behind What Not To Wear-India and Be Blunt With Adhuna Akhtar.
The shows didn't focus on fashion merely for the sake of it. Shibani Sharma Khanna, Channel Head, NDTV Good Times and Creative Head, NDTV Lifestyle, explains that the idea behind BBB was not just to spread awareness about fashion but also to shape people's personalities through a round of confidence building. "BBB wants to look beyond the perception of being a makeover show. Each episode focused on style and, at the same time, threw light on bonding and easing family tension before the big day. We aimed at empowering women and not just at the superficial level," she says.