NEW DELHI: Homegrown sanitary pad brand Paree has associated with Zing TV’s No.1 fiction show Pyaar Tune Kya Kiya as their title sponsors. The integration with the series is an attempt to reach out to the youth and encourage open dialogue about periods and the real issues faced by women such as heavy flow, mood swings etc.  

Pyaar Tune Kya Kiya is an entertainment show which clearly depicts the problems faced by the youth and how the right understanding and support from their family and peers is important. This association exemplifies the synergy between the two brands and the belief and vision they carry.

The series beautifully captures the true sentiments of the protagonists having a candid conversation on periods, and understanding the physical and mental discomfort of heavy flow, cramps and PMS. Whether it is an interaction between two girl-friends where one advises the other to use Paree Sanitary Pads for her heavy flow; or between a girl and boy where the boy buys Paree Sanitary Pads for the girl and becomes an active part of the period conversation, these episodes depict the progressive outlook and approach towards periods.

ZeeL CGO Ashish Sehgal said, “We are delighted to associate with Paree for this season of Zing's flagship property - Pyaar Tune Kya Kiya - a show which has received immense love from the youth over the last six years and 10 seasons. This association attempts at raising awareness levels on menstrual hygiene issues and reducing inhibitions among the youth, resulting in much-needed conversations on the topic and is a great example of the value that Zee delivers through its unmatched customer-centric solutions."

“Pyaar Tune Kya Kiya is a show that is attuned to the pulse of the young generation. Similarly, we at Paree understand the many avatars of modern Indian woman and bring products that make a positive difference in her life.  So, this association is a coming together of  two such voices to present a progressive take on menstruation,” said Paree founder CEO Sahil Dharia.

Pyaar Tune Kya Kiya is a 15-episode show, where Paree has been integrated in five episodes that focus on different kinds of love stories. Each episode has an hour long run time, and airs every Saturday 7pm on Zing.