Mumbai: Star India’s original drama Iss Pyaar Ko Kya Naam Doon titled as What Do You Call This Love has debuted recently on Armenia TV.
The romantic drama charts the intense love-hate relationship between Khushi and Arnav, who have very different ideologies. On Armenia TV, the series has tripled, and sometimes quadrupled, the ratings for its slot.
Star India is heading to MIPTV with a selection of titles that includes Ishqbaaz (Love Gamblers) and Dil Bole Oberoi (Again Oberoi), produced by the creators of Iss Pyaar.
Gurjeev Kapoor, the president of international business at Star India, said: “Powerful stories make a lasting impression irrespective and cuts across cultures and geographies. This has been instrumental in enabling Star India’s content to successfully travel to more than 100 countries across the globe. We are very happy with the success of Iss Pyaar Ko Kya Naam Doon in Armenia.”
“Having worked on the introduction of the Indian drama series in the last six years and having witnessed a number of very successful territory launches, by now we can definitely say that Iss Pyaar is one of the most successful series to open any new international market,” said Christina Vlahova, the CEO of Intellecta, a long-time partner of Star India in the territories of Europe, Russia and the CIS. “And everywhere this series goes, ratings triple or quadruple and now we are very happy that it is enjoying the same success in Armenia.”
“Armenia TV always spares no effort to represent the best content to its viewers, be it in-house production or a foreign one. Hence, Iss Pyaar is one of them. Being one of the best Indian TV series featuring love and hate, gratitude and revenge, respect and disrespect,” added Liana Muradyan, international relations officer for the Pan Armenian group. “It goes without saying that the Armenian viewers loved it the first episode. The show focuses on high values and morals of the characters along with love-hate relationship. It can also be credited to have brought into attention the rich culture and traditions of India.”