Colors Marathi, formerly known as ETV Marathi, has launched a new show, ‘Aai- Mayecha Kawach’, based on the relationship between a single mother and her daughter.

As part of the marketing activity of the new show, Colors Marathi has conducted research, ‘Project KYC- Know Your Child’ in the State of Maharashtra.

The show will focus on the current issues being faced by parents and children.

‘Aai Mayecha Kawach’is the story of a single mother and her journey to connect and know her daughter — whom she thinks she knows. The show promises a unique concept showcasing mother-daughter relationships, drama, and a healthy dose of realism about the journey of parenthood.

The research was conducted in different metros and non-metro pockets, including Mumbai, Pune, Akola, Kolhapur, Solapur, Mumbai and Thane regions.

The research was conducted by Sixth Sense Global and will be a go-to handbook on all things for marketers and custodians. It will provide a comprehensive overview of the parent-child relationship about Maharashtrians.

Speaking about the initiative, Aniket Joshi, Business Head, Colors Marathi, said, “2021 is a year which changed many things on personal and professional front for many people; this is also the contributor to the changes in the relationships. This research is pivotal, which will help us to add value on the creative front. Parent and teen relations are ever-changing, and this research will help in the long run for show messaging and will help the brand to develop strong bonding with the audience.”