Giving arranged marriages a new dimension, Star Plus reaches out to arranged married couples through its new primetime fiction show Yeh Rishta Kya Kehlata Hai which started on 12 January. In order to promote the show the channel, keeping in mind the storyline of the show which is love post marriage, reached out to 1000 happily married couples in India to understand the various elements that go into making a marriage successful.

In a world where marriages are breaking down and people are increasingly becoming cynical about relationships, Star Plus is celebrating the magic of falling in love post marriage. In a country-wide activation for Yeh Rishta Kya Kehlata Hai, married couples from across the country sent in their entries from Delhi, Ahmedabad, Indore, Lucknow, Ludhiana and Mumbai to test the strength of their bond, love quotient, commitment and involvement.

In a magnificent finale 50 lucky couples re-experienced the magic of their wedding day, at a renewal of vows ceremony at the exotic gardens of Taj Rambagh Palace in Jaipur.

Commenting on this innovative launch event, Anupam Vasudev, Executive Vice President Marketing, Star India Pvt Ltd said, “Yeh Rishta is a very traditional and endearing concept with the central idea of finding love in an arranged marriage. The channel has created an opportunity for 50 couples from across India to renew their marriage vows and revisit their magic moments when they were first bound in matrimony.”

The participating couples were in for a surprise when they were joined by the lead actors of Yeh Rishta Kya Kehlata Hai – Heena Khan and Karan Mehra.