&TV has launched a Valentine’s Day campaign titled ‘India ka Love Language’, focusing on how men in Indian households express affection through everyday actions rather than verbal communication.
The initiative recognises that in many Indian families, love is communicated through small gestures, routine care, and silent support instead of direct expression. The campaign aims to encourage people, particularly men, to acknowledge and express their affection in simple ways. The campaign acknowledges an emotional gap that many families experience but rarely discuss.
To bring this thought alive, &TV conducted an on-ground activation across Delhi simple yet poweful where participants were given roses and encouraged to pass them on to someone important in their lives. 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 campaign is ‘Bhabiji Ghar Par Hain! 2.0’, a show that perfectly embodies &TV’s brand ethos and the campaign’s core message. Known for its playful humor and relatable storytelling, the show captures the relationships where affection thrives on teasing, everyday interactions, and unspoken understanding rather than romantic clichés.
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 Chief Channel Officer, &TV and Business Head of Hindi, ZEE5, Kaveri Das, shared the vision behind the initiative: “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.”
