'Nothing pavitra about it…’: Ektaa Kapoor SLAMS makers of Abrar Qazi's upcoming show 'Pavitra Rishta'

Ektaa Kapoor recently set social media buzzing after she shared a sharply worded message on her Instagram story that many believe was a clear reaction to the announcement of a new television show titled Pavitra Rishta. Without naming anyone directly, the producer wrote about the lack of originality in the industry, calling it “terrible ethics or intellectual bankruptcy” when creators choose to feed off an already established IP instead of creating something new. Her concluding line, “Nothing pavitra about it,” instantly caught attention and sparked intense discussion among television viewers and industry insiders alike.

While Ektaa did not mention any show or channel, her words came at a time when reports about a new TV project titled Pavitra Rishta began doing the rounds.

According to the latest updates, the upcoming show, helmed by Siddhartha Vankar and produced by Aman Sachdeva, will feature Abrar Qazi as the male lead, while Doree 2 actress Priyanshi Yadav has been finalised as the female lead. Pallavi Pradhan and Roopa Divetia are also expected to play pivotal roles in the show. With most of the casting in place, the makers are gearing up to begin shooting in January, and the show is likely to go on air by February.

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!!!

- Ektaa Kapoor

The original Pavitra Rishta, produced by Ektaa Kapoor under Balaji Telefilms, first aired in 2009 and went on to become one of Indian television’s most iconic shows. It starred Ankita Lokhande and the late Sushant Singh Rajput as Archana and Manav, characters that remain close to fans’ hearts even today. The show not only enjoyed a long successful run but also marked a turning point in the careers of its lead actors. Years later, a second season featuring Ankita Lokhande and Shaheer Sheikh was created for a streaming platform, further cementing the brand’s legacy.

Given this strong association, Ektaa’s Instagram story is being widely read as a dig at the makers of the new show for using the same title.