GECs
Zee TV unveils a behen-sourced ‘Book of Nuskhe’ on the premiere of Ram Pyaare Sirf Hamare
Spreading cheer with its first fiction offering post lockdown, Zee TV has recently introduced a refreshing comedy of errors that will get families together and make them laugh with its engaging, light-hearted narrative. Having premiered on 5th October and airing every Monday to Friday at 10:30 PM, Ram Pyaare Sirf Hamare captures the humorous escapades of a Bhopal-based housewife Dulari, who turns to a book of traditional ‘nuskhe’ to keep her ideal husband Ram safe from the advances of other women in the mohalla who can’t seem to get enough of him.
Over the last few weeks, Dulari reached out to her ‘behens’ from all across the country through her social media handle ‘RamKiDulari’, asking them to share interesting ‘nuskhe’ to safeguard her husband. It steadily gained momentum with several mommy communities like UNIMO & their different city-wise FB pages, Grihshobha, Mommies world & specific Delhi-based women’s communities sharing nuskhe for Dulari and in no time, it garnered 2.2 Million views including Instagram & FB with a reach of ~5Mn via RVCJ platform. Within just a couple of hours of Dulari posting her plea for nuskhe from married women, her freshly opened account saw an upsurge of followers growing on Instagram. Looking at the virality of this video, Zee TV’s social media handle decided to take it to the next level by announcing a contest asking women to contribute their pearls of womanly wisdom aka nuskhas using the #SunBehen. For participants’ convenience, a WhatsApp number was floated to receive entries and the winners stood to win vouchers worth Rs 1000. Soon, ‘Sun Behen’ memes started flowing in inspired by the nuskhas suggested by participants of Zee TV’s contest and the channel’s official handle put out the funniest ones as a part of a hilarious #Sunbehen meme series that saw huge engagement spikes.
Not only married women across the country, but also mega celebrities like ace comedienne Bharti Singh, Maharashtra chi shaan Amruta Khanvilkar and famous in the UP heartland, Amrapali Dubey shared their special nuskhes. With Zee TV’s social media handles inundated with quirky, juicy nuskhas from all over, the channel compiled them all into a quirky ‘Book of Nuskhe’ and launched it virtually on the occasion of the show’s premiere.
During the book launch, director and producer Sachin Mohite thanked the ‘behens’ for having shown up in large numbers to support Dulari. So, as Dulari tries her hand at some hilarious nuskhe from this quirky book to protect her husband in Ram Pyaare Sirf Hamare, time to grab your own copy? The book is available as a download in the bio section of Zee TV’s official Instagram page.
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
