To address regressive practices such as sex selection, early marriage, early and repeated pregnancies, under-nutrition of girls, domestic violence, and gender inequality prevalent in India (and other parts of the world), Population Foundation of India conceptualized and initiated a communication intervention called Main Kuch Bhi Kar Sakti Hoon (MKBKSH). It has reached out to intended audiences through television, radio, mobile, social media, and an intensive outreach strategy for Bihar and Madhya Pradesh to enhance knowledge, change perceptions, shift attitudes, and initiate discussions on these social issues. The intervention recently announced its association with Farhan Akhtar (Bollywood celebrity and UN Women’s Goodwill Ambassador) as the ‘Sutradhar’ (narrator) of the television series.
Gautam B. Thakker, CEO, Every Media Technologies Pvt. Ltd, the digital marketing agency helping Population Foundation of India with the social media campaigns for this initiative, said,
“The show is a pioneer in TV edutainment and our aim is to impact minds and bring about behavioural change. With fresh and creative campaign ideas, we have cut through the numerous conversations that happen online. It has been a great experience to be associated with a show like this and we thank PFI for the opportunity.”
Main Kuch Bhi Kar Sakti Hoon has been able to bring about a measurable impact on knowledge and perception of viewers on issues, such as age at marriage, importance of family planning, sex determination, and domestic violence, among others. The most popular social media campaign was about age at marriage, which showcased a series of impactful posters in a bid to sensitize the audience, and reached 142,000 users on Twitter. Another campaign (#IPledgeNow) urging people to commit to fight evils like drug abuse, sexual harassment and domestic violence among others, attracted 7,100 Facebook users.
Among the ongoing social media campaigns by the initiative (in partnership with MARD) is the campaign called Desh ko badalna hai toh mard ko badalna hoga (#AsliMard), which urges men to create a woman-friendly world.
Main Kuch Bhi Kar Sakti Hoon stars actress Meinal Vaisnav as the lead Dr. Sneha Mathur, and the series has been written and directed by Feroz Abbas Khan. Currently in its second season, it is aired every Saturday & Sunday at 7:30pm on DD National.