STAR Plus ‘Yeh Rishta Kya Kehlata Hai’ gives an all new dimension to love after marriage!
Yeh Rishta Kya Kehlata Hai Story and Cast/Crew
Giving arranged marriages a new dimension, Star Plus rings in the New Year by reaching out to arranged married couples through its new primetime fiction show Dabur Vatika Hair Oil presents Yeh Rishta Kya Kehlata Hai – a fresh, new show launched on January 12, Monday-Friday at 9.30pm only on STAR PLUS.
Upholding traditional Indian beliefs and value systems, STAR Plus celebrates the institution of marriage as a union of two individuals, their ideologies and their endeavor to shed their inhibitions and experience the wonderful expression called ‘love’. Building on the show’s premise of ‘Marriage being a journey of celebration and not just a destination’, the 360-degree marketing activities designed for the promotion of Yeh Rishta Kya Kehlata Hai included on-ground, PR, Print, Radio, Cable and Internet activations.
In order to add grandeur and meaning to this traditional concept of arranged marriages, Star Plus reached out to more than 1000 happily married couples in India to understand the various elements that go into making a marriage successful. In a world where marriages are breaking down and people are increasingly becoming cynical about relationships, STAR Plus is celebrating the magic of falling in love post marriage. In a country-wide activation for Yeh Rishta Kya Kehlata Hai, married couples from across the country sent in their entries from Delhi, Ahmedabad, Indore, Lucknow, Ludhiana and Mumbai to test the strength of their bond, love quotient, commitment and involvement.
In a magnificent finale 50 lucky couples re-experienced the magic of their wedding day, perhaps in greater splendor, at a renewal of vows ceremony at the exotic gardens of Taj Rambagh Palace in Jaipur. This event was a reiteration of Star Plus’ commitment to upholding the institution of arranged marriages.
Commenting on this innovative launch event, Anupam Vasudev, Executive Vice President Marketing, STAR India Pvt Ltd said, “Yeh Rishta is a very traditional and endearing concept with the central idea of finding love in an arranged marriage. We at STAR believe in nurturing the core of a society that gives it strength and stability and with this impressive activation to support Yeh Rishta Kya Kehlata Hai, STAR Plus has once again invested in its belief that relationships need to be nurtured and constantly renewed. In keeping with this commitment to the social fabric, Star Plus has created an opportunity for 50 couples from across India to renew their marriage vows and revisit their magic moments when they were first bound in matrimony.”
Giving splendor an all new meaning, the gala celebration of renewal of vows at the Taj Rambagh Palace reflected the distinct style and class that is synonymous with STAR Plus. The couples were in for a surprise when they were joined by the lead actors of ‘Yeh Rishta Kya Kehlata Hai – Heena Khan & Karan Mehra. Representing the channel and the production house, Anupam Vasudev, EVP Marketing, STAR India Pvt. Ltd., Vivek Bahl, Senior Creative Director, STAR Plus & STAR One and Rajan Shahi, Producer, Director’s Kut, were also a part of the distinctive and special celebration!
So, fall in love again with your spouse with Dabur Vatika Hair Oil presents ‘Yeh Rishta Kya Kehlata Hai’, every Monday-Friday at 9.30 pm, only on STAR Plus.
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