Mumbai: The caste system is arguably the biggest bane of Indian society, having divided our country for years on end. Despite a strong belief that marriages are made in heaven, caste continues to be the biggest matchmaker, even today. The matrimonial classifieds (in our newspapers) truly reflect this deeply-rooted social divide.
Urging Indians to see beyond a person’s ‘jaat’ while finding a prospective partner for themselves or a family member, &TV presents a unique take on the matrimonial ads one is accustomed to seeing in the newspapers.
Introducing for the first time ever, a special ‘Jaati-Free Matrimony Page’ resembles the matrimonial segment of a newspaper but with a twist. In this edition, the several caste/ ‘jaat’ sections have been striked out. This 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 caste-ism that divide us all. The copy at the bottom asks readers to turn to the next page, which reveals the show details.
Talking about this, Prathyusha Agarwal, CMO, ZEEL said, “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.”
Produced by Cockcrow & Shaika Entertainment, Jaat Na Poocho Prem Ki is a television adaptation of the blockbuster Marathi film Sairat. It stars television artists Kinshuk Vaidya, Pranali Rathod, and Sai Ballal and airs every Monday to Friday at 8 pm only on &TV.