On September 1 at 9.30 pm, Sony Entertainment Television will launch a new show titled Jassi Jaisi Koi Nahin featuring Apurva Agnihotri of Pardes fame, Rakshanda Khan and Parmeet Sethi. Adapted from the international show, Yo Soy Betty La Fea, the soap depicts the struggles faced by a middle class girl as she decides to work her way up in a glamour-ridden world where people are judged by looks and carriage alone.

Produced and directed by Tony and Deeya Singh, the show, according to Sunil Lulla, executive vice-president, Sony Entertainment Television, is the channel's "pincer attack into the hearts of middle class India". "While challenging the established definition of beauty being purely external, it reflects the hopes, aspirations and values of the average Indian girl who like Jassi set out to make a mark for themselves in contemporary, emerging India."

The channel has associated with fashion designers Satya Paul and Pria Kataria Puri to build the look and feel of the show vis-à-vis the fashion settings and the high society characters.

The on-air teaser campaign plays around the character of Jassi who will be revealed on the first day of telecast. Incidentally, the show is a daily to be telecast from Monday to Thursday.