MUMBAI: Sony Entertainment Television has entered into a partnership deal with Shaadi.com, the matrimonial service for YRF’s  show Rishta.com.

As per the alliance, Shaadi.com will host a dedicated micro-site for Rishta.com on www.shaadi.com/rishta/ with contests, promos, advice, show updates etc. Shaadi.com members will have the opportunity to interact with the lead couple of Rishta.com – Rohan and Isha played by Kavi Shastri and Shruti Seth respectively. The lead pair will help marriage hopefuls in India search for their perfect life partner.  Besides this, Shaadi.com members can also look forward to an exclusive online tête-à-tête with the leading cast of Rishta.com.

Sony Entertainment Television Vice president Marketing Danish Khan said, "With the launch of this micro site on Shaadi.com, we provide our viewers an opportunity to interact with their famous onscreen match-makers – Isha and Rohan from YRF’s Rishta.com. He said “Shaadi.com is India’s most trusted matrimonial site and extending itself into the digital space, Sony has taken entertainment directly to the consumer."

Shaadi.com business head Gourav Rakshit adds, "Shaadi.com is elated to be the exclusive matrimonial partner for Rishta.com – a novel show from the Sony Entertainment-Yash Raj Films camp. It was a perfect fit for us since the show brings to life the trials and tribulations our members encounter everyday, while searching for their life partner. After establishing our presence online, offline, on mobile and on the DTH platform, this is a unique approach to sharing the matrimonial experience with a mass TV audience."