Prestige partners Sab for a show that goes beyond an AFP

23 Oct,2013

By A Correspondent


It was an idea that saw acceptance and execution of just three months. Leading home applicances company TTK Presige has tied up with Sab TV to launch a light-hearted cookery show titled ‘Jo Biwi Se Kare Pyaar’. “We didn’t want a typical AFP,” explains Chandru Kalroo, COO of the cookers-to-kettles-to-induction stoves  major. “No one gave us an idea like Anooj Kapoor (EVP and Business Head of Sab) did and he too was certain that it shouldn’t be an AFP,” Mr Kalroo said on why he chose Sab over other channels for the tie-up and how once the decision was taken the execution happened in super-quick time.


The Sab TV show follows Prestige’s ambitious marketing campaign with Aishwarya Rai and Abhishek Bachchan as brand ambassadors.  According to Mr Kapoor, the show is in line with the differentiate and innovative content that his channel offeres. “It is a refreshing concept that will appeal to the modern consumers, as they get to learn & cook quick and easy recipes with Prestige.”


Produced by Deepti Bhatnagar Productions, ‘Jo Biwi Se Kare Pyaar’ promises to make cooking an enjoyable experience and showcase quick-to-cook and tasty recipes that will bring families together across India. The show premieres on Sab from October 28 and will be aired Monday through Friday at 7.30pm


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