9 years later, on September 6, 2018, a historic day when the Supreme Court delivered a landmark judgment that decriminalized homosexuality, Star Gold ran a campaign celebrating love of all kinds that transcends boundaries – of gender, age, religion and race. In the video, real-life couples faced the camera in defiance of what society might think as the background score swelled around them: “Pyaar kiya toh darna kya”. The message struck home for viewers and the video went viral overnight.
While the video’s championing of love was perfectly timed with the Supreme Court’s verdict, the campaign had been originally conceptualized by Yadav to launch the classic film Mughal-e-Azam in colour. “There is a whole generation that has not seen the movie, they have only heard about it,” Yadav says. “The only thing they draw from the movie is the song.” It’s when Yadav and his team realised that the main theme of the movie – two people who are in love and not allowed to be together – is strikingly relevant even today. “Everybody is not free to love whosoever they want to. That’s how we reached the theme ‘Love is love’,” he explains.