Movie Channels
&TV introduces first-ever Special Jaati-Free Matrimony Page for Jaat Na Poocho Prem Ki
MUMBAI: The caste system is arguably the biggest bane of Indian society, having divided our country for years on end. Despite a strong belief that marriages are made in heaven, caste continues to be the biggest matchmaker, even today. The matrimonial classifieds (in our newspapers) truly reflect this deeply-rooted social divide.
Urging Indians to see beyond a person’s ‘jaat’ while finding a prospective partner for themselves or a family member, &TV presents a unique take on the matrimonial ads one is accustomed to seeing in the newspapers.
Introducing for the first time ever, a special ‘Jaati-Free Matrimony Page’. It resembles the matrimonial segment of a newspaper but with a twist. In this edition, the several caste/ ‘jaat’ sections have been striked out. This novel idea is a part of promotions for &TV’s new show Jaat Na Poocho Prem Ki that raises the question of whether love can manage to break down the walls of casteism that divide us all. The copy at the bottom asks readers to turn to the next page, which reveals the show details.
Talking about this, Prathyusha Agarwal, CMO, ZEEL said, “Caste is invariably the first and foremost parameter when it comes to marriages in India. It’s so ingrained in our culture, we don’t even think twice about it. It’s a given that the girl or boy will be from the same caste. There are no two ways about it. While things are slowly changing, we wanted, through this innovation, to startle the readers and consider a reality where love triumphs over all. While this edition may have been a show promotion, we are looking forward to a day when a jaati-free matrimonial edition is a norm.”
Produced by Cockcrow & Shaika Entertainment, Jaat Na Poocho Prem Ki is a television adaptation of the blockbuster Marathi film Sairat. It stars television artists Kinshuk Vaidya, Pranali Rathod, and Sai Ballal and airs every Monday to Friday at 8 pm only on &TV.
Movie Channels
Ek Deewane Ki Deewaniyat Premieres 14 Feb on Zee
Ek Deewane Ki Deewaniyat world TV premiere 14 Feb at 8pm passion meets politics.
MUMBAI: Cupid’s arrow just got a plot twist and it’s heading straight for your TV screen. This Valentine’s Day, Zee Cinema is turning up the heat with the world television premiere of Ek Deewane Ki Deewaniyat, a raw, rule-breaking romantic drama that proves love doesn’t always come wrapped in roses.
Set to air on Saturday, 14 February at 8pm, the film stars Harshvardhan Rane and Sonam Bajwa, directed by Milap Zaveri. It dives headfirst into obsession, heartbreak, and the kind of unconditional love that leaves scorch marks. Rane plays Vikramaditya, a powerful politician whose all-consuming passion for actress Adaa spirals into chaos when his feelings go unreturned unleashing a storm of emotion, misunderstanding, and life-altering consequences.
The timing couldn’t be sharper. Audiences are clearly craving intense love stories over sugar-coated ones, and this film taps straight into that vein. Harshvardhan Rane already has a loyal fanbase from his cult hit Sanam Teri Kasam, which cemented his status as the go-to guy for heart-wrenching romance especially among younger viewers who keep the film on repeat.
Milap Zaveri captured the film’s beating heart, “This film is about love that doesn’t follow rules. With Valentine’s Day being a time when audiences gravitate towards romantic narratives, the television premiere of Ek Deewane Ki Deewaniyat on Zee Cinema felt like the perfect fit. The continued love for intense romances shows there is a strong emotional appetite for such stories.”
Rane himself called it a story rooted in messy, honest emotion, “Ek Deewane Ki Deewaniyat explores love in its most intense and vulnerable form where emotions are messy and deeply human. It’s a story that doesn’t shy away from passion or pain on Valentine’s Day making it even more special as it reflects the many shades of love people experience.”
Sonam Bajwa added her take, “Ek Deewane Ki Deewaniyat is not a conventional love story, it’s raw, intense and emotional. Valentine’s Day is usually associated with happy romance but this film explores love in its most vulnerable form.”
So if your Valentine’s plans include more than chocolates and clichés, tune in to Zee Cinema at 8pm on 14 February. Because sometimes the most unforgettable love stories aren’t the ones that end neatly, they’re the ones that leave you questioning just how far passion can push before everything changes.
