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Monday, July 27, 2009

Hindi Serials - Zee TV invites you to wedding in Pavitra Rishta

The first Indian Television Wedding to be attended by the viewers

Mumbai, July 25th 2009 – Sulochana’s search for an ideal son-in-law has come to an end with Manav’s entry in Archana’s life and the two are set to get married on 27th July 2009.
For the first time in the history of Indian Television, a show’s wedding ceremony will be connected directly to the live audiences in the form of a mega on-ground event. The response from its’ viewers has been humongous which is evident from the fact that so far more than 50000 sms have been received in response to the channel’s invitation to all its’ viewers for attending the wedding within a span of 3 days. The show’s ardent fans, who have been wanting to attend the ‘Pavitra Rishta’ wedding will be travelling with their respective families from various parts of country like Pune, Nasik, indore, Delhi, Kanpur, Amritsar, Lucknow, Rajkot to bless the newly weds. The channel has made elaborate arrangements for the guests who have been invited; they will be greeted with utmost care and luxury.
Besides this, hundreds of enthusiasts will be attending this wedding from Mumbai and it’s suburbs. Interestingly, some innovative ways were used to invite them; last Saturday, Savita Prabhune aka ‘Sulochana’ (Archana’s mother in the show), commuted in a local train starting from Chatrapathi Shivaji Terminus to Dombivli Station to invite the fellow commuters for the wedding. On a Sunday morning, Sulochana personally visited viewers’ homes in different locations of Mumbai who welcomed her in the traditional Maharashtrian saree with haldi and kumkum and blessed her for the auspicious occasion.
Several devotees from Ganesh temples are also being invited for the wedding; where Sulochana frequently visited to offer prayers for finding a suitable match for Archana. The devotees receive a packet of sweets alongwih the invitation card. The show’s producer, Ekta Kapoor, herself visited Pune’s Dagru Seth Halwai Temple to seek blessings for Archana’s wedding and meet the fans in the city.
Along with heavy on-air promotion on all the Network channels, Radio spots and Print media is being used to publicize the wedding. Promos in Best buses have been bought to invite people to attend Archana’s wedding on air.
Commenting on the same, Nitn Vaidya, COO, Zee Entertainment Enterprises Ltd. and Business Head, Zee TV, said, “The channel has lived up to its tag line of ‘Har Pal Banaye Ek Naya Rishta’ and established a special bond with the viewers. Archana’s wedding is one of the high-points of the show and we wanted our audiences to feel a part of it. Hence creating an on-ground event of the wedding was the best way to directly connect with our viewers. Besides creating different touch points, we also have made sure that the wedding is done in the authentic Maharashtrian way as Archana and Manav belong to middle class Maharastrian families.”
The wedding will see a huge participation of the Zee TV artists and live performances by the participants of ‘Hero Honda SaRaGaMaPa L’il Champs’ and ‘Lux Dance India Dance’. Every minute detail, right from the layout of the sets to the ushers’ costumes has been done in a classic Maharashtrian way.
The families of Archana and Manav are enjoying this beautiful moment and are busy preparing for the wedding. Celebrations are in full swing, shopping on a high spree, Archana’s elder brother is into sky-scraping preparations; sisters all set to look hoity-toity, parents are more than happy to see all this go so smoothly. May heavens’ choicest blessings shower on this newly wed couple!

Story till date -
‘Pavitra Rishta’ portrays the simple lifestyle and strong cultural values of a typical middle class Marathi family living in Mumbai. The story revolves around the eldest daughter, Archana’s, wedding. At a young age, Archana makes a very important decision in a crisis like situation to take the responsibilities of her siblings and the household chores rather than focusing on her education or career. As Archana approaches a marriageable age, like every other mother, her mother too is determined to find the most eligible and successful bachelor. After Archana’s marriage breaks with Satish, Sulochana is determined to find even a better match for her daughter. In the process she doesn’t realize that the guy mother has settled with a Mechanic and not a mechanical engineer. So what happens to the marriage then?

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