British Asian invasion at Ideal Home exhibition
by Annie Byrne
For the first time in its history, the Ideal Home Show is unveiling a British Asian pavilion, which will be sponsored by Asian television network, Zee TV.The pavilion will host a whole section dedicated to British Asian culture, including fashion and food elements. "Zee aims to win hearts by emotionally connecting with its viewers. Our association with the Ideal Home Show is a great opportunity to celebrate everything that is great about Asian culture and for us to extend that connection to a wider audience," says head of business at Zee Network Europe, Govind Shahi.And, as part of the show’s opening, Zee TV’s UK based Bollywood show, Brits Bollywood, will be filming at the pavilion on 20 March.The Ideal Home Show runs 20 March – 5 April at Earls Court, London.