Population Foundation of India (PFI) has used the soap opera Main Kuch Bhi Kar Sakti Hoon (MKBKSH) or I, A Woman, Can Achieve Anything as the centre of a transmedia initiative that leverages the power of entertainment education to change social norms. The series reached out to an estimated 400 million viewers across two seasons.
This success is still bearing fruit! The national television channel Doordarshan initiated a re-telecast of the two seasons from the 19th December 2016. The re-telecast is on the 3:30 pm slot that’s considered to be primetime to reach out to women, a key target audience of the series. This move is a display of DD’s belief in the power of entertainment education to change social norms. Being done gratis, the re-telecast was initiated by the channel basis popular demand for the series and the assessment of impact that MKBKSH has made.