By A Correspondent

Urging Indians to see beyond a person’s caste while finding a prospective partner for themselves or a family member, &TV launched a ‘Jaati-Free Matrimony Page’. In this edition, the several caste sections have been striked out. This novel idea is a part of promotions for &TV’s new show ‘Jaat Na Poocho Prem Ki’ that raises the question of whether love can manage to break down the walls of casteism that divide us all.

Prathyusha Agarwal

Said Prathyusha Agarwal, CMO, ZEEL: “Caste is invariably the first and foremost parameter when it comes to marriages in India. It’s so ingrained in our culture, we don’t even think twice about it. It’s a given that the girl or boy will be from the same caste. There are no two ways about it. While things are slowly changing, we wanted, through this innovation, to startle the readers and consider a reality where love triumphs over all. While this edition may have been a show promotion, we are looking forward to a day when a jaati-free matrimonial edition is a norm.”