SAB ties up with Prestige to cook a romantic-comedy-cookery show

'Jo Biwi Se Kare Pyaar' will launch on October 28, and will be telecast Monday to Friday in the 7:30 PM primetime slot

Sohini Sen | Mumbai | October 23, 2013

(L-R) Anooj Kapoor, Producer Deepti Bhatnagar, Shweta Gulati, Arjun Bijlani, Chandru Kalroo, COO, TTK Prestige, Rakesh Paul and Rohit Gupta, Network President, Sales, MSM Network

SAB TV has launched a new show in primetime. A romantic comedy which is also a cooking show, 'Jo Biwi se Kare Pyaar' premieres on October 28 and will be telecast every Monday to Friday at 7.30 PM, promising to make cooking an enjoyable experience.

The show revolves around the lives of a new age couple – Aditya and Suhani Khanna – who have a demanding office life. However, the couple tries to find different ways of spending some time together. Aditya's plan to cook a surprise meal for his wife is a huge success, and they decide to cook their daily dinner together with the Prestige range of cookware. The young couple quickly realise that cooking is the best way to rekindle the magic in their relationship and share some quality time together.

What is exceptional about this show is that during the episode, whatever Suhani and Aditya cook will be taught to viewers as well. Therefore, it will be a perfect opportunity to learn new and exciting dishes with the whole family. Special guests are also likely to come on the show to share and teach recipes.

"There were two things that had to be taken care of: that we take care of the fact the Prestige is a part of this show; and, on the other hand, we have to keep alive the three elements that SAB TV entails, which is comedy, light-hearted show, and with some social message. In the show we will see bonding over the kitchen. So, it is a usual family show. At the same time, with its light-hearted moments, the show will be a comedy also. We are also trying to give the social message that men and women are equal. So it is also a man's job to cook for his wife, as it is for a woman. At the end of each episode, as a logical part of the show, the recipes would be shared. We are hoping that this will be a very entertaining show. We have kept it in the weekday, primetime slot because it is a show that will entertain and teach. It is a logical part of our programming," said Anooj Kapoor, Executive VP and Business Head, SAB TV.

The marketing plan for the show will include television, radio, print as well as presence in malls. Digital as well will be looked at.

"The show is not entirely fiction, nor is it entirely about cooking. We wanted to do something different. We started with the Abhishek-Aishwarya (brand ambassadors of Prestige) campaign to showcase the romance between a husband and wife, and how Prestige helps to rekindle that romance. The campaign gets accentuated in this show. We will also invite Aishwarya and Abhishek and if time permits, they will come as guests in the show. This will show that the kitchen today is no longer in the back. It is coming forward as the place to bond over," pointed out Chandru Kalroo, COO, TTK Prestige.

The show has been produced by Deepti Bhatnagar Productions and will star Arjun Bijlani and Shweta Gulati in the title roles.

Sohini.Sen@BestMediaInfo.com

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