Rajan Shahi: Prominent Anupamaa producer reflects if TV is a dying medium

Indian television has evolved over the years. It has seen its fair share of glorious days and holds a special place in the hearts of many even in this over-the-top (OTT) era. Actors have played a prominent role in the medium’s evolution.

But the producers also deserve acknowledgement. The taskmasters often remain away from the spotlight. But producer Rajan Shahi’s career has been a little different. He is often counted among the most dedicated TV producers who have given the biggest of shows.

Rajan Shahi says his shows have always brought a change

Shahi is the grandson of P Jairaj, a Dadasaheb Phalke Award recipient. He has always been interested in a career in the entertainment industry. He got his first break with Dil Hai Ki Manta Nahi, starring Rupali Ganguli, who now plays the lead in his new project Anupamaa.

Talking about his journey, Rajan Shahi said he made his debut as a producer in 2007 with Sapna Babul Ka: Bidaai. The show came at a time when the emphasis was on over-the-top acting, besides costumes and jewellery, he noted.

Bidaai, however, chose to go against the tide. It had a really basic story around skin colour, Shahi added, elaborating that the program had two newcomers that suddenly became number one. In addition, Bidaai also changed Star Plus’ fortune at that time.

His latest project has been a landmark show. Shahi said Anupamaa “became a trendsetter at a time when everyone said TV is over after Covid.” He noted that his shows have always brought a change, including the latest one that talks about child diabetes and panic attacks.

PM Modi and Rupali Ganguli urge people to go ‘Vocal for Local’

The Rupali Ganguli-starrer TV program has almost completed four years, Shahi said, adding “daily soaps have to run longer because so much is invested in them, but creating a brand out of it gets difficult.” He also emphasised that “TV actors are bigger than big movie stars.”

The producer highlighted the special campaign Indian Prime Minister Narendra Modi shot with Anupamaa for ‘Vocal for Local’. The ad campaign, aimed at encouraging people to support local brands, also starred Gaurav Khanna, known for his role in ‘Sarabhai vs Sarabhai’.

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