GECs
SET explores human relationships with ‘Itna Karo Na Mujhe Pyar’
MUMBAI: Sony Entertainment Television (SET) is all set to present yet another modern and mature take on love and marriage with the launch of its new series – Itna Karo Na Mujhe Pyar.
Exploring the intricacies of human relationships, it features Ronit Roy and Pallavi Kulkarni Nerurkar in lead roles. Produced by Balaji Telefilms, the show aims at reinstilling faith in the institution of marriage.
Itna Karo Na Mujhe Pyar is the story of a couple, Nachiket Khanna (Neil) and Ragini Patel, who are driven apart, ironically because of the intense love they shared. Neil, a doctor and Ragini, a nurse have four kids together but their marriage breaks due to a misunderstanding. Post the divorce, Neil moves to America with two of their kids and Ragini stays back in India with two kids.
Over a period of time, staying away from each other has made Neil an indifferent man, whereas Ragini is still trying to run away from the ghosts of her past relationship. They are constantly reminded of their broken marriage because of the children who are a sign of their past love for each other. However, fate has different plans sketched out for them and their children become the pivotal reason for them to start a new chapter in life. The story is now taken forward by the children, who attempt to bring together their separated parents and rediscover love after 15 years.
Speaking about the show, SET chief creative director Ajay Bhalwankar said: “It is always a pleasure to work with Balaji Telefilms as its concepts are unique, innovative and extremely relatable. Itna Karo Na Mujhe Pyar is bound to appeal to all our viewers with its engaging storyline and creative content. We are sure the audience will appreciate this unique take on love. Sony has been a pioneer in presenting mature love stories like Bade Acche Lagte Hain which have been immensely appreciated by the audience and Itna Karo Na Mujhe Pyar is another such show.”
Balaji Telefilms producer Ekta Kapoor said: “We at Balaji are really excited about our latest offering which explores the intricacies of human relationship. Through this show we are attempting to bring alive a unique love story between an estranged husband and wife. I am extremely delighted to extend our relationship with SET and I am sure the series will create magic on Indian television.”
The show not only marks Roy’s return to daily soap after three years but also Kulkarni’s comeback to television after seven years. The other cast members include Darshan Pandya, Avinash Mukherjee, Induben Mehta, Kirti Sualy, Jyoti Joshi, Falguni Desai, Aarav Patel, Rhea Sharma, Rohan Shah and Shilpa among others.
According to SET SVP head – marketing Gaurav Seth it is the biggest fiction show for the channel, not only in terms of casting but also with the storyline.
When asked the reason behind putting the show at 10.30 pm, Seth replied: “Our previous show Bade Ache Lagte Hai had done wonders for us at this slot. Moreover, as per the research, compared to other slots, a lot of audiences are available especially in the bigger towns.” Also, with 10 pm airing Maharana Veer Pratap which is doing decently well for Sony, it wants to create a strong 10 – 11 pm band with the new offering.
On the marketing front, the channel is aggressively promoting the new offering on all the platforms. According to Seth, at every platform the treatment is very different but the main highlight is the chemistry between the lead couples. “It is not a traditional but a classical love story,” adds Seth.
The promotions are designed and customised depending on the medium. On digital platforms like Facebook and Twitter, it has created a special motion video designed exclusively for the digital audiences. Moreover, there are emotion posters and apps running on the family.
On radio, being the audio medium, the channel has tried to capture on the thoughts of the two individuals. On the advertisers front, the call to have brands on-board will be taken very soon.
The series starts from 18 November and will air every Monday-Thursday at 10.30 pm.
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
