My friends don't appreciate Shlok: Avinash Sachdev

TV actor Avinash Sachdev, who will be seen as male chauvinist Shlok Agnihotri in "Iss Pyaar Ko Kya Naam Doon - Ek Baar Phir", says his friends don't appreciate his character.

Contrary to his role of a loving and caring husband in "Choti Bahu...Sindoor Bin Suhaagan", Avinash will seen as a guy who hates women and challenges their need for equality.

"It's a different character all together. I am playing a male chauvinist who feels that women are inferior to their male counterparts. My friends have never seen this side of me and therefore, they are shocked and extremely surprised with my behaviour. Moreover, they are claiming that I am slowly becoming like my on-screen character - cold and rude," he said in a statement.

Starting on Aug 26 on Star Plus, 'Iss Pyaar Ko Kya Naam Doon - Ek Baar Phir' revolves around Astha Kirloskar (played by Shrenu Parikh) and Shlok. It's a love-hate story of the two.

Produced by Sphere Origin, the show also brings together an ensemble cast that includes Manish Wadhwa, Geetanjali Tikekar, Tushar Dalvi and Prachi Shah amongst others.