A unique take on the popular soap opera format, the UNICEF led Hindi entertainment-education serial Kyunki… Jeena Issi Ka Naam Hai (Because… That’s What Life Is) takes a firm and progressive stand for a healthy India in an entirely refreshing way.
With its engaging storyline, highly talented cast and inspirational messaging, Kyunki… has become a favourite amongst viewers across India.
The serial’s success is reflected in the weekly television ratings -Kyunki… consistently being Doordarshan’s leading daily soap in the primetime slot of 8:30 pm to 9 pm. The show has broken language and gender barriers and has both men and women of all ages watching the serial across India.
Based on the UN publication Facts for Life, the serial is positively impacting many viewers. “This is a great serial that is inspiring many people. It gives a lot of new information to those who are not aware of health issues” says Madan Rana, a retired service man now living in Delhi and also an ardent fan of the programme.
“My entire family and I are great fans of this show” says Archana, aged 18, a young viewer from the southern state of Karnataka who never misses an episode of Kyunki… The serial has also been very inspirational for many frontline workers who work in rural India.
The show has improved their credibility as well as increased awareness about health and social issues. “I like the show a lot … it is related to my life. I see my portrayal in the serial; Savita, the ANM, is just like me and does the same work as I do,” adds Pooja, an Auxiliary Nurse Midwife (ANM) from Uttar Pradesh.
Promoting messages that encourage positive behavior change, be it awareness about HIV/AIDS, educating the girl child, gender equity, safe motherhood, hygiene and sanitation or other key social and health behaviors, Kyunki… is proving to be a beacon of change that is paving a brighter path for the women and children of India.