Announcing the association with Balaji Telefilms, Shailja Kejriwal, EVP- Content, NDTV Imagine said, "We are delighted to be working with Ekta once again. She has a great understanding of the pulse of our viewers and together we will create stories that will refresh and delight our audience. It is also quite a coincidence that the first time we interacted with Ekta was for the 10.30 pm slot, just like this one."
[an error occurred while processing this directive] Adds Ekta Kapoor of Balaji Telefilms, "This is like home coming; to be back working with Sameer and Shailja. They are the ones who gave me my first break and I treat them like my bosses. I am pleased to be working with them again as they give me all the support and freedom and I will work with the same passion as I used to earlier".