Ektaa Kapoor has publicly criticized Zee TV's upcoming show, also titled "Pavitra Rishta," for reusing the name of her popular 2009 series. Kapoor took to Instagram to express her displeasure, calling the move an example of "terrible ethics" and "intellectual bankruptcy".
Kapoor's original "Pavitra Rishta," which starred Sushant Singh Rajput and Ankita Lokhande, aired for five years and garnered a large following. The show is deeply associated with Kapoor, Rajput, and Lokhande by many fans. Kapoor's criticism centers on her belief that the new show is attempting to capitalize on the established brand recognition of her original series, rather than creating something original. She wrote on her Instagram story: "When u can't create an IP u feed on an established one of another creator! Terrible ethics or intellectual bankruptcy!!! Or both!!! Nothing Pavitra about it!!!".
The new "Pavitra Rishta" is produced by Siddharttha Vankar and Aman Sachdeva. It will feature Abrar Qazi and Priyanshi Yadav in the lead roles, along with Pallav Pradhan and Roopa Divetia in key roles. According to reports, filming is scheduled to begin in January 2026, with a release expected in February 2026.
The controversy has sparked debate among viewers and industry insiders. Some accuse the new show of cashing in on nostalgia instead of creating original content. Others believe Kapoor's reaction is excessive, as reusing titles is not uncommon in the television industry. So far, the makers of the new show have not responded to Kapoor's comments.
This isn't the first time the "Pavitra Rishta" title has been the center of controversy. In 2020, after Sushant Singh Rajput's death, Zee Network launched a mental health awareness fund called 'Pavitra Rishta Fund'. Ekta Kapoor disassociated herself from the fund due to backlash on social media because the fund did not mention Sushant Singh Rajput.
It remains to be seen how this current controversy will affect the launch and reception of the new "Pavitra Rishta." Kapoor's remarks have undoubtedly drawn attention to the upcoming show. Whether this attention translates into viewership or criticism remains to be seen. The incident highlights the complexities surrounding intellectual property and the emotional connections viewers form with their favorite television shows.
