The Viral Fever (TVF), in collaboration with IKEA, has launched its latest series, Guri Dhairya Ki Love Story, an unexpected and unexplored romance set in the Aspirants universe. As part of this partnership, IKEA wide range of customizable furniture plays a key role in the narrative, showcasing how Guri and Dhairya design a home that reflects their unique tastes and personalities. The association also highlights IKEA expansion into e-commerce in the Delhi-NCR region.
The series follows Guri and Dhairya, two friends from Rajinder Nagar who reconnect under unforeseen circumstances. Guri, who has moved on from his UPSC aspirations, now manages his father’s cattle feed business while dreaming of launching his own venture. Dhairya, dedicated to her NGO work, crosses paths with him once again, and their relationship takes a new turn as they navigate the complexities of love and friendship.
Starring Shivankit Singh Parihar as Guri and Namita Dubey as Dhairya, the series is directed by Abhay Raut and written by Abhinandan Sridhar, Gunjan Saxena, and Sonal Sheopori. This release expands the universe of TVF’s widely loved Aspirants, offering audiences a fresh perspective on characters they have come to admire.
The trailer of Guri Dhairya Ki Love Story was released on 22nd March, with episodes dropping weekly on TVF’s YouTube channel. The first episode premiered on 25th March, followed by subsequent episodes on 1st April, 8th April, 15th April, and the finale on 22nd April.
Vijay Koshy, President of TVF, expressed his enthusiasm, stating, “Our collaboration with IKEA has been a rewarding journey, taking it a notch higher with Guri Dhairya Ki Love Story. As IKEA launched its e-commerce in Delhi-NCR, we presented a narrative about Guri and Dhairya, beloved characters from Rajinder Nagar. While they marry in Aspirants Season 1, their love story was previously untold, allowing us to explore their journey while incorporating IKEA philosophy of functional and customizable home spaces for the audiences of Delhi. This integration enhances the narrative’s aesthetic appeal, focusing on new couples creating a home together.”
Punita Dialani, Marketing Campaign Leader, IKEA India, said, “We are delighted to continue our association with TVF with this special series, Guri Dhairya Ki Love Story. At IKEA, we are always looking for opportunities to create relatable and engaging content that helps our audience experience the essence of our brand. With TVF, we have been able to effectively target the key IKEA audience and create relevant integrations for the brand in everyday situations. In this case, the collaboration gives us the perfect opportunity to highlight how new couples, like Guri and Dhairya, can create their first home together with our affordable solutions, making the process of building a home both exciting and meaningful.”
With its compelling narrative, authentic portrayal of contemporary relationships, and a partnership that seamlessly integrates brand storytelling, Guri Dhairya Ki Love Story promises to be one of TVF’s most significant releases of the year.
