Sony Entertainment Television launches new primetime show 'Ishq Par Zor Nahi'

Sony Entertainment Television has launched a new primetime fiction show Ishk Par Zor Nahi. The show is a new-age, young love story of Ahaan and Ishqi – two people who are not just different in personality but also share polarising viewpoints about marriage. Starring Akshita Mudgal as Ishqi and Param Singh as Ahaan Malhotra, the show is produced by Four Lions Films Private Limited. Ishk Par Zor Nahi will air every Monday to Friday at 9.30 pm.

The show is about Ahaan Malhotra lives a disciplined and controlled life. Meanwhile, In what seems to be a complete contrast, Ishqi, who comes from a humble background, believes in hard work, yet is free-spirited and vibrant in nature. Both Ahaan and Ishqi are poles apart when it comes to their personalities. Both hold a very strong opinion about marriage as well. While for Ahaan a life partner would be the one to uphold his family values and be a homemaker, Ishqi values love above everything else in the world.

Speaking about the show, Ashish Golwalkar, Head - Content, Sony Entertainment Television & Digital Business, said, “We have had a great start to the year, and we are committed to bring forth an eclectic mix of narratives to our viewers. Ishk Par Zor Nahi has a flavour of romance through an accidental couple who are poles apart from each other and nurture different perspectives on marriage, relationships and family. It is a fresh young love story with relatable characters, and we are pleased to partner with Gul Khan and Deepti Kalwani for this show. We are certain the audience will enjoy what the show has to offer.”

Gul Khan, Producer, Four Lions Films Private Limited, said, “Love is an emotion that connects everyone. Whether you believe in it or not, whether you have felt it or not, Love is something that everyone wants in their lives...'Ishk Par Zor Nahi' is our attempt to entertain the viewers with the 'opposites attract' story, albeit with an interesting take, and some funny yet emotional twists that will instantly tug at their heartstrings.”

Dipti Kalwani, Co-Producer, said, “There is a little bit of Ahaan and Ishqi in all of us. That’s what makes this show special. While both the characters are headstrong about their thoughts on marriage and relationships, who has ever had the power over love? It will be an interesting watch for the viewers.”

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