Feb 11: &TV has always stood for entertainment that reflects the everyday lives of Indian audiences- stories rooted in warmth, humour, and emotional familiarity. This Valentine’s Day, the channel takes that philosophy beyond television with a thoughtful brand-led initiative that celebrates how love is truly expressed in Indian households.
Titled ‘India ka Love Language’, the campaign is built on a powerful cultural insight: in India, love is often understated. Especially among men, affection is rarely verbalised or expressed. Instead, it is conveyed through small, meaningful gestures, silent support, routine care, shared humour, and actions that speak louder than words. Through this initiative, &TV bridges this emotional gap, encouraging people, particularly men- to express love in simple, tangible ways.
To bring this thought alive, &TV rolled out an on-ground activation across Delhi, where a rose became a simple yet powerful symbol of love, seamlessly integrated into everyday moments. Rather than loud declarations or performative romance, the initiative focused on creating a gentle nudge, prompting individuals to pass on the rose to someone who matters to them. Designed to feel organic and intimate, the gesture reinforced the idea that love does not need an occasion or grand expression to be meaningful.
At the heart of this initiative lies Bhabiji Ghar Par Hain! 2.0, a show that perfectly embodies &TV’s brand ethos. Known for its playful humour, the show captures relationships where affection is expressed through banter, everyday interactions, and unspoken understanding. This is why the message, “Aapke pyaar ke liye ek anokha tohfa – Sahi pakde hain!”, fits seamlessly, making the show a natural extension of the campaign’s thought.
Speaking about the initiative, Kaveri Das, Chief Channel Officer, &TV and Business Head – Hindi, ZEE5, shared, “At &TV, we believe the most powerful stories are the ones that mirror real life. Love, in our culture, is often quiet, especially when it comes from men who may not always express it in words. Through this Valentine’s Day initiative, we wanted to celebrate that silent affection and encourage people to acknowledge it. Bhabiji Ghar Par Hain! 2.0 reflects this beautifully, where relationships thrive on humour, warmth, and everyday gestures rather than grand declarations. This campaign is our way of extending that familiar emotion beyond the screen and into people’s lives.”
Celebrate love the Indian way this Valentine’s Day with Bhabiji Ghar Par Hain! 2.0—only on &TV and ZEE5.