Population Foundation of India has been working to harness the power of entertainment education to alter and transform deeply entrenched social behaviours and promote women empowerment, their health and well being.
PFI was involved with the first few TV soap operas in India – Hum Log (1984-85) and Hum Raahi (1992-93). It was also the lead agency in supporting a radio drama series, Dehleez, on youth sexuality in collaboration with the All India Radio.
More recently, PFI produced a short film Haule Haule.
The 52 episodes of Main Kuch Bhi Kar Sakti Hoon Season One, began telecast on Doordarshan National from March 8, 2014 on weekends, and reached approximately 58 million people as per data from the Television Audience Measurement (TAM) and other surveys. The serial was ranked between the third and fifth most popular programme in its time slot.
In May 2014, Doordarshan launched the serial on DD India, its international channel that telecasts to West Asia, Far East, Canada and Europe. In May 2014, All India Radio started broadcasting the episodes on over 94 primary channels/local radio stations, 24 FM stations and 37 Vividh Bharati stations across the country. in July 2014, the serial also began four times a week telecast on DD Kendra (Bihar).
Buoyed by the audience response to Season One, Season Two with 78 more episodes was launched on April 4, 2015. The serial is telecast every Saturday and Sunday at 7.30 pm on DD National.
The serial is based on extensive field research, and uses a positive deviance approach, which identifies positive behaviours of individuals within the community and amplifies them as though they are the norm for all to adopt.