MUMBAI: Zee TV today announced the launch of its latest kid in the prime time soap block. The dramedy Jabb Love Hua will run Monday through Thursday in the 8:30 pm slot, starting 24 April.

With Jabb Love Hua, Zee TV is exploring the dramedy genre once again, after the success it had with Kareena Kareena. The serial, set in a scenic village in Uttar Pradesh, also brings back producers Tony and Deeya Singh of the DJ's Creative Unit to the Zee team after a gap.

"We have something different in Jabb Love Hua. A serial, set in a rustic backdrop, is something we don't see often, and we have explored this aspect with Jabb Love Hua," says Zee TV programming head Ashwini Yardi.

Zee TV kicked off the promotional campaign for the serial today. Zee TV is exploring outdoors, radio, print and its network platform to promote the serial.