GECs
Sahara bolsters primetime with two sitcoms
MUMBAI: An action packed month awaits Sahara Manoranjan patrons. The channel has already begun rolling out its quarterly plan and next in the pipeline is launch of three new shows.
While socio-drama Prratima will begin its run from 23 August, the channel has also lined up two sitcoms, Aao Bahen Chugil Karen and Main Office Tere Aangan.
The former deuts on 18 August and will air every Wednesday at 9 pm. Main Office Tere Aangan will go on air on 19 August and will run every Thursday at 9 pm.
While the channel’s latest debutante, a daily youth-romance show Saathiya – Pyaar ka Nayaa Ehsaas, is adorning the cities skylines, the entertainment channel has gone interactive with the viewers with scare-dare show Raat Hone Ko Hai.
The channel has called in viewers to submit their ideas, which will be translated into four episodes. The winner of this contest will take home a washing machine from Videocon.
Aao Bahen Chugli Karen is a comedy based on six women dwelling in an elite society in south Mumbai. The women represent different regional cultures of India, namely Gujurati, Punjabi, Sindhi, Bengali, Malyali and Bihari. Out of the six female characters, just one of the characters gets a chance to be a part of the elite society after winning a super lotto lottery.
What naturally follows is delivery of whacky episodes showcasing their lives. A Clapstem production, the weekly is directed by Mukul Abhyankar and serial stars Lovelyn Mishra, Himani Shivpuri, Shruti Ulfat and Anita Kanwal amongst others.
Main Office Tere Aangan Ki is another sitcom that portrays the humorous aspects of professional and personal life colliding heads-on. The sitcom portrays Bhadresh Pandya (Rajiv Mehta), the owner of Chamak Advertising Agency, who had to shift office to his home to reduce overhead expenses. Neither his office staff, nor his family is happy with the move. A Hats Off production, the weekly is directed by Deven Bhojani and stars Utkarsh Mazumdar, Rajiv Mehta and Vaishali Thakkar.
GECs
Rose and Shine as &TV Decodes India’s Love Language
Valentine’s campaign turns quiet gestures into grand moments.
MUMBAI: In India, love rarely arrives with violins. More often, it shows up as a cup of tea, a fixed light bulb, or a joke cracked at the right moment. This Valentine’s Day, &TV decided to put that unsaid affection centre stage. With its campaign titled ‘India ka Love Language’, the channel has stepped beyond the screen to spotlight a cultural truth: in Indian households, love is frequently understated, particularly by men. It is expressed not through sweeping declarations but through everyday gestures, silent support and routine acts of care.
To translate that insight into action, &TV rolled out an on-ground activation across Delhi, choosing a single rose as its symbol. But this was no grand, cinematic spectacle. The idea was simple. Hand someone a rose. Pass it on to a person who matters. Let the gesture do the talking.
The activation was designed to feel organic rather than orchestrated, nudging people to acknowledge affection that often goes unspoken. Instead of performative romance, the campaign leaned into familiarity, warmth and the quiet humour that defines many Indian relationships.
At the heart of the initiative sits Bhabiji Ghar Par Hain! 2.0, a show that mirrors this philosophy. Known for its playful banter and everyday dynamics, the sitcom captures relationships where fondness is woven into jokes, misunderstandings and shared routines. The line, “Aapke pyaar ke liye ek anokha tohfa, Sahi pakde hain!”, fits naturally into this world, making the show an extension of the campaign’s emotional pitch.
Zee5, chief channel officer, &TV and business head for Hindi Kaveri Das said the idea was to celebrate the kind of affection that rarely makes headlines but defines real life. She noted that in Indian culture, love is often quiet, especially when it comes from men who may not always articulate it. The initiative, she said, was an attempt to acknowledge that silent affection and bring it into the open.
By taking a television thought into a real-world setting, &TV has turned Valentine’s Day into less about spectacle and more about sincerity. In a season crowded with grand gestures, the channel’s message is disarmingly simple: sometimes, the strongest “I love you” is the one that never needed saying.
