&TV is celebrating Valentine’s Day with a special brand-led initiative that reflects how love is expressed in Indian households through everyday gestures and emotional connections. Staying true to its programming philosophy rooted in warmth, humour and relatability, the channel has introduced a campaign that highlights the understated ways in which affection is conveyed in Indian culture.

The campaign titled ‘India ka Love Language’ is based on a cultural insight that love in India is often expressed through actions rather than words. The initiative highlights how, particularly among men, affection is rarely verbalised but is communicated through small gestures, silent support, routine care and shared humour. Through this campaign, &TV aims to encourage people to express love in simple and meaningful ways.

To bring the idea to life, &TV organised an on-ground activation across Delhi, where a rose was used as a symbolic gesture of love integrated into everyday interactions. Instead of grand romantic expressions, the initiative focused on encouraging people to pass on the rose to someone important to them. The activity was designed to feel organic and intimate, reinforcing the belief that love does not require elaborate gestures or special occasions to be meaningful.

The campaign also draws inspiration from ‘Bhabiji Ghar Par Hain! 2.0’, a show that reflects the channel’s brand ethos through its portrayal of relationships built on humour, banter and everyday interactions. The message, “Aapke pyaar ke liye ek anokha tohfa – Sahi pakde hain!”, aligns closely with the campaign’s thought, positioning the show as a natural extension of the initiative.

Sharing her views on the campaign, Kaveri Das, Chief Channel Officer, &TV and Business Head – Hindi, ZEE5, said that the channel believes in telling stories that mirror real life, where love is often quiet and expressed through everyday gestures. She noted that the initiative seeks to celebrate this silent affection and encourage people to acknowledge and express it, extending familiar emotions beyond the screen and into people’s daily lives.