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HomeBrands in ConversationZee TV’s Chief Channel Officer Mangesh Kulkarni says, “Jagadhatri’s Kelvan celebration reflects...

Zee TV’s Chief Channel Officer Mangesh Kulkarni says, “Jagadhatri’s Kelvan celebration reflects how audiences embrace our stories as their own”

Sonakshi Batra reacts to fans organising ‘Kelvan’ for her ahead of Jagadhatri and Shivaay’s wedding, says “This touched my heart”

Zee TV’s Jagadhatri is currently the talk of the town as viewers eagerly await the grand wedding of Shivaay (Farman Haider) and Jagadhatri (Sonakshi Batra). In the recent episodes, audiences have witnessed the Deshmukh and Naik families coming together as they gear up for the much-awaited wedding celebrations, making the upcoming track even more special.

However, it isn’t just the families in the show who are celebrating this union. The love for Shivaay and Jagadhatri has gone beyond the screen, with fans wholeheartedly joining in the celebrations. Ahead of the grand wedding, Sonakshi Batra, who essays the role of Jagadhatri, received a beautiful surprise from her fans, who invited her to their home and organised a traditional Kelvan for her. Kelvan is a cherished Maharashtrian pre-wedding ritual in which the bride or groom is welcomed with an aarti and blessings, treated to a delicious home-cooked feast prepared with love, and showered with gifts and good wishes before embarking on a new phase of life. The heartfelt gesture left Sonakshi overwhelmed, making her realise once again how deeply audiences have connected not only with Jagadhatri but also with her personally.

Sonakshi Batra aka Jagadhatri said, “With Shivaay and Jagadhatri’s wedding coming up in the show, I received such a beautiful surprise from my fans and honestly, I couldn’t have asked for anything more special. They arranged a Kelvan for me, and it turned out to be one of the most memorable experiences for me. What made it even more emotional was the conversations I had with them. One of the fans told me, ‘You don’t have a maasi, so today I am becoming your maasi and doing this Kelvan for you.’ Another one told me, ‘I don’t have a daughter, but you are like my daughter.’ Hearing things like this genuinely touched my heart. In that moment, it didn’t feel like I was meeting fans it felt like I was with family. That warmth, affection and sense of belonging is something I will never forget. We often say that television is not just about stories and characters, but moments like these make you truly realise how deeply audiences connect with what they watch and how much love they carry for the people they see on screen. Getting a Kelvan from fans was something I had never imagined. They welcomed me with so much warmth, they did teeka, aarti, there was delicious Maharashtrian food prepared with love, and they even gave me gifts. Through Jagadhatri, I have received so much love, and experiences like these make me feel extremely grateful. Kelvan is such a beautiful Maharashtrian pre-wedding ritual and honestly, I got to learn so much about Maharashtrian traditions through this show. Getting to experience this ritual in real life made it even more memorable for me. What touched me the most was the thought and effort behind it. Knowing that people love not just Jagadhatri but also me so deeply is a feeling I cannot express in words. This is something I will always remember and cherish.”

Expressing his thoughts on this heartwarming gesture and the strong emotional bond that Zee TV’s stories have built with viewers across the country, Chief Channel Officer, Zee TV, Mangesh Kulkarni, shared, “At Zee TV, our endeavour has always been to create stories and characters that become a part of people’s lives and find a place in their hearts. At the same time, we have always believed in celebrating the richness of regional cultures, traditions and the emotions attached to them in an authentic and respectful way. Through Jagadhatri, it has been wonderful to showcase the beauty of Maharashtrian traditions and rituals, and this beautiful Kelvan organised by fans is a reflection of how deeply audiences have connected with the story and its characters. Seeing viewers celebrate our characters as their own is truly special and reinforces what Zee TV has always stood for, building meaningful bonds beyond screens and becoming a part of every household emotionally.”

To witness all the exciting drama, emotions and the grand wedding celebrations, tune in to Jagadhatri every day at 10:00 PM only on Zee TV!

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