A story that celebrates Mother - Daughter bond

21 May, 2009
Mumbai, May 21st, 2009: Few thoughts that cross every mother's mind who is looking for a prospective groom for her daughter: Who will make for a great life partner for my daughter- the one who will stand by her, love her and take care of her selflessly or the one who stands true on all my superficial expectations which are considered right by the society? Should she believe in her own instincts while choosing her life partner or rely on our prudence?

These are some of the questions that viewers will ponder over while watching Zee TV's latest show, 'Pavitra Risshta'. The show debuts on June 1 2009, Monday to Friday at 9 pm and is being produced by Balaji Telefilms.

Commenting on the launch, Mr. Nitin Vaidya, COO, Zee Entertainment Enterprises Ltd. and Business Head, Zee TV said, "We have always believed in subjects that establish a strong connect with the viewers, be it with 'Agle Janam Mohe Bitiya Hi Kijo', 'Choti Bahu', 'Betiyaan', etc. all deal with pertinent issues."
Adding further, Nitin said, "In 'Pavitra Rishta' we are talking about the strong emotional bond that every daughter shares with her mother. This interesting saga brings in the flavor of the mother-daughter relationship and a mother's search for a desirable match for her daughter. The hitch lies when instead of the prince charming, destiny presents a doormat? The most desirable match turns out to be the most abhorred one. What takes precedence- the man's selfless love for the lady in question or his social status? Should she continue to lead the rest of her life under the guise of being happy or should she walk out of the so called pious relationship. This show has been shot in a modest environment sans any glamour and grandeur. It essays a middle class household's routine and lifestyle. The practical nuances of the story will be felt and lived by everyone who watches the show. The various degrees of emotion that have been touched upon in this subject is something that every mother and daughter have been through in their lives at some point or the other."

The lead protagonist, Archana, is a relatively fresh face, Ankita Lokhande. The show also has some established actors like Savita Prabhune (mother), Ajay Rohila (father), amongst others.

About the show
'Pavitra Rishta' focuses on the life of Archana who belongs to a middle class Maharashtrian family, based in Mumbai. Being the eldest daughter of her family, Archana chooses to take responsibilities of her siblings rather than focusing on education. As Archana grows up to a marriageable age, her mother realizes that Archana was deprived of all the good things in life during her growing up years. Hence, the mother vows to get her married to a well educated and sophisticated man. But destiny has something else planned for Archana.

About Zee TV
Zee TV, the flagship channel of Zee Network was launched in October 1992. With a reach of more than 167 countries and access to more than 500 million viewers globally, Zee TV has created strong brand equity and is the largest media franchise serving the South Asian diaspora. Within sixteen years of its launch, Zee TV has driven the growth of the satellite and cable industry in India. Since its inception the channel has introduced some path breaking programs like Sa Re Ga Ma Pa, Choti Bahu, Lux Dance India Dance and recently launched 'Agle Janam Mohe Bitiya Hi Kijo' & 'Ghar Ghar Main' to name a few. The popularity of Zee arises from its understanding of Indian culture and beliefs, which are depicted in its programming.