SAB TV launches 'Jo Biwi Se Kare Pyaar'

The way to a person’s heart is through his stomach! Drawing inspiration from this, as also from the fact that everyone wants to be a great cook, only if it can be quick & easy, SAB TV presents a fun & light-hearted cookery show titled Jo Biwi Se Kare Pyaar.  Jo Biwi Se Kare Pyaar promises to make cooking an enjoyable experience & showcase quick-to-cook & tasty recipes that will bring families together across India. The show premieres on SAB TV from Oct 28th and will be telecast every Mon-Friday at 7:30 pm.

Jo Biwi Se Kare Pyaar is a story that reflects the lives of a new age couple, Aditya and Suhani Khanna, who despite leading demanding work-lives try to find interesting ways to spend time with each another. When Ajay decides to do something special for his wife, he surprises her by cooking an exceptional meal using Prestige’s smart kitchen appliance. Impressed by his gesture, the two take a vow that they will cook their daily dinner together from now onwards and in the process realize that cooking is the best way to rekindle the magic in their relationship & share some quality time together.

As Aditya and Suhani Khanna master their culinary skills, the show also offers its viewers with a perfect opportunity to learn new, fun & easy recipes that the families can enjoy together. At times, guests also join in during festivals & promotions, thereby giving Aditya and Suhani a chance to impress them with their culinary skills, all inspired by Prestige.

Produced by Deepti Bhatnagar Productions, SAB TV brings yet another interesting concept that is sure to appeal to modern consumers who are busy working couples & find kitchen as a perfect place for bonding. The show boasts of a stellar star cast including Arjun Bijlani(Aditya Khanna), Shweta Gulati (Suhani Khanna), Rakesh Paul (Aditya’s brother), Gungun Uprari (Aditya’s sister-in-law) and Amit Behl (Aditya Khanna’s boss).

Mr. Anooj Kapoor, EVP and Business Head, SAB TV stated, “SAB TV always offers differentiated & innovative content to its viewers & Jo Biwi Se Kaare Pyaar is India’s first light hearted fiction cookery show . It is a refreshing concept that will appeal to the modern consumers, as they get to learn & cook quick & easy recipes with Prestige.”

"This show is not an AFP but a joint partnership for us and a win win situation too. Since we are airing it in the prime time slot, the show will not cost us much. We are not compromising on the brand element and consumer will not get the feel of watching a commercial but a usual SAB TV show, i.e. a light hearted family show. Sprinkled with humour the show conveys a social message as in if husbands start cooking more, it would create a good bond between the partners in a marriage. The narratives are logical and it's a new genre." Kapoor, added.

"The show articulates marketing communication since in advertising you just have 20-30 seconds to advertise your brand, but this idea is far beyond that. Partnership with SAB TV is the best way to make people understand the importance of Prestige in their life.  It's a follow up to the Abhishek Bachchan and Aishwarya Bachchan's campaign 'Jo Biwi Se Kare Pyaar, Woh Prestige Se Kaise Kare Inkaar.' We did not just want brand integration but the communication to show the value of the product and the brand and the way it helps people emotionally in their daily lives." Said, Chandru Kalroo, COO, TTK Prestige.

"The story is about a young couple and how they manage to romance each other while cooking in the kitchen. The entire show was designed and inspired from my personal life as me and my husband spend good quality time in the kitchen and we both are good cooks. Being a SAB TV show  there is added humour  and the scene depicting  cooking has been  shown in a very natural way. The channel had approached and briefed us that the show should be humorous and also be suitable for  family viewing.  We did exactly that, and just added a bit of romance to it. In every episode they will cook one dish and that is how it will work with a mix of humour and romance," shared, Deepti Bhatnagar, Deepti Bhatnagar Productions.
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"It's a nice and interesting genre that SAB TV has come up with keeping in line with their philosophy.  We have planned more concepts since it's a long and ongoing campaign, and trying to get more celebrities on board for the campaign. A substantial amount of money has been invested in this show and we are glad that it's a pure investment. We are not selling any particular product through this show, but leveraging the brand.  We are not looking at this as AFP, but more on the lines of a partnership. We are used to copycats in the industry and I am sure that people will try and do a similar kind of concept in future. But with our philosophy and the spirit with which we are doing it will make a difference." Kalroo briefed.

"As a brand that has a relationship spanning six decades and being the leader in India, we believe that we have to communicate beyond the product itself.  We need to constantly strike an emotional chord with the consumer.  The new tag line of "JO BIWI SE KARE PYAAR, WOH PRESTIGE SE KAISE KAREN INKAAR" in the modern context strives to do just this. The partnership with SAB TV through this program will further this effort through its wonderfully conceived situations, humour and high quality production. I’m sure that this will be a new landmark in marketing." added, Kalroo.

Whether you’re an expert in cooking or a complete amateur, cooking with your significant other always helps strengthen your bond because as we all know, ‘Food is the way to a person’s heart.’