Zee’s ‘Jeet Gayi Toh Piyaa Morre’ - a desi spin on Beauty & the Beast

Zee TV is all geared to spruce up its early primetime offering with ‘Jeet Gayi Toh Piyaa Morre’. This Indian interpretation of the classic fairy tale ‘Beauty and the Beast’ will premiere on Monday, August 21, and air every Monday to Friday at 7 pm. The show has been produced by the duo of Jay and Kinnari Mehtaa. 

Deepak Rajadhyaksha, Deputy Business Head, Zee TV, informed, “The show will replace ‘Sethji’ at 7 pm, and with two new shows – ‘Bhootu’ at 6.30 pm and ‘Jeet Gayi Toh Piya Morre’, we intend to fortify our early primetime band.” 

He further said, “Our association with Jay and Kinnari is almost two decades old and together we have made some clutter-breaking content. ‘Jeet Gaye Toh Piyaa Morre’ is the story of a girl trapped in a loveless marriage to a mean, egoistic husband, who with her grit and resolve, wages a war against destiny and transforms her own fate, gradually making him the husband of her dreams. With strong characters essayed by some talented artistes and a compelling narrative, we hope to see the show strike a chord with audiences.” 

‘Jeet Gayi Toh Piyaa Morre’ is set against the backdrop of a long-standing family feud between the Chauhans and the Rajawats of Sujaangarh, a small town of Rajasthan. Despite the animosity between the families, fate takes an unfortunate turn and the Chauhans are forced to get their daughter Devi married to Adhiraj, the youngest son of the Rajawats. The show captures the journey of a Devi, who isn’t scared to ask the right questions. She is not driven by the diktats of destiny, but is determined to write her own script and tame the beast of her life, rather than wait for a prince charming to rescue her. Armed with a firm resolve, she sets out to turn Adhiraj from a beast into the husband of her dreams. 

Speaking more on the new show, Kinnari and Jay of Jay Mehtaa Productions said, “Our association with Zee TV goes back to the year 1998 and ‘Jeet Gaye Toh Piya Morre’ is our ninth show on the channel. It’s been a truly rewarding collaborative, and creative journey. ‘Jeet Gayi Toh Piyaa Morre’ is not just an adaptation of ‘Beauty and The Beast’, but packs in a very strong message. In today’s times, we often see relationships, especially marriages, crumbling. People talk about eternal love and love stories, but nobody has the patience to invest in a relationship and make it work. With this show, we want to reinstate the sanctity of marriage. It is a beacon of hope to couples out there that love stories don’t just happen, one has to make them work. Devi, our protagonist, is one such young girl whose dreams come crashing when she gets trapped in a loveless marriage. But instead of giving up hope, she decides to tame the dragon in her life and make him a man of her dreams.”