Annuraag Sharrma, who mostly plays negative characters on the small screen, will enter the TV show Itna Karo Na Mujhe Pyar as Ram Kapoor - a "fun loving guy with a heart of gold".

The actor will start shooting for the show this week. Ram is an old friend of Pam (Ashwini Kalsekar) and brother of Karan Kapoor (Ashwin Mushran). Annuraag embodies a positive character and will be seen bringing a funny element in the show.

"I will soon start shooting for 'Itna Karo Na Mujhe Pyar'. I play the role of Ram Kapoor who is in love with Pam. Ram is a smart and fun loving guy with a heart of gold," said Annuraag, who previously worked with Ekta Kapoor's Balaji Telefilms in shows like Yeh Hai Mohabbatein and Jodha Akbar.

"I am always excited to work with Balaji as it is like home for me. I am really thankful to Ekta Kapoor for thinking of me in different roles, whether positive or negative," he added.

Itna Karo Na Mujhe Pyar airs on Sony Entertainment Television and stars Ronit Roy and Pallavi Kulkarni in the lead.