He has been popular as the cute chocolate boy every girl would want her mother to meet; however in a change of role the charming Avinash Sachdev is all set to play Shlok, a guy who hates women and challenges their need for equality in Star Plus’ soon to be launched show – Iss Pyaar Ko Kya Naam Doon – Ek Baar Phir. Playing the negative role is taking a toll on Avinash who finds it difficult to be his own self even after the shoot. He is living up the role and often found being irritable and cranky post the shot. “It’s a different character all together. I am playing a male chauvinist who feels that women are inferior to their male counterparts. My friends have never seen this side of me and therefore they are shocked and extremely surprised with my behavior. Moreover they are claiming that I am slowly becoming like my on-screen character - cold and rude,” laughs Avinash Iss Pyaar Ko Kya Naam Doon – Ek Baar Phir, sees a love-hate story between two people, who are polar opposites. The story revolves around Aastha (Shrenu Parikh) and Shlok (Avinash Sachdev).