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In an unexpected crossover, Microsoft founder and philanthropist Bill Gates recently appeared in a popular Hindi TV drama alongside actress and former federal minister Smriti Irani, sparking considerable reaction in India.
Gates featured in Thursday night’s episode of “Kyunki Saas Bhi Kabhi Bahu Thi” (Because the Mother-in-Law Was Also Once a Daughter-in-Law), engaging in a conversation with Irani about maternal and child health.
The Gates Foundation has been actively collaborating with governments in Uttar Pradesh and Bihar, two of India’s most populous and disadvantaged northern states, to reduce infant and maternal mortality.
While government data indicates notable progress in maternal and child health indicators, including in these two states, challenges persist in a country deeply rooted in patriarchal norms.
Experts emphasize the critical role of messaging in sustaining efforts to shift societal norms and enhance public awareness regarding the importance of care for girls and mothers.
Gates’s choice of “Kyunki Saas Bhi Kabhi Bahu Thi” as a platform is particularly strategic in this context.
Columnist and readers’ editor for news site Print, Shailaja Bajpai, notes that the series, which premiered in July 2000, enjoyed a long and successful run, broadcasting thousands of episodes almost daily on Star Plus for eight and a half years before its conclusion.
In July, 25 years after its initial debut, “Kyunki…” returned for a second season.
Indian audiences were captivated by the show’s portrayal of the intricate domestic dynamics between Irani’s character, Tulsi, and her mother-in-law. The trials and tribulations of the dutiful new bride prompted families to adjust their schedules to ensure they didn’t miss an episode.
Irani’s character remains central to the narrative of the fictional Virani family. In the first season, she portrayed a young woman who falls in love with and marries into a wealthy family.
Now, a quarter-century later, Tulsi is middle-aged, her children are grown, and she is on the verge of becoming a mother-in-law herself.
According to Ms. Bajpai, the show continues to depict battles with jealous and misguided family members, maintaining the drama and melodrama that characterized the original season.
“If you strip away the gadgets, mobile phones, and laptops, essentially removing the superficial elements, the core story remains the same. It has simply been updated.”
However, she notes a distinct shift towards increased social messaging. “I believe this is due to Irani’s profile. Having served as the Minister for Women and Child Development, the show now addresses topics such as divorce, child and maternal health, and other socially relevant issues.”
The four-minute segment featuring Gates begins with him greeting Irani in American-accented Hindi, inquiring, “Namaste Tulsi-ji, did I say that correctly?”
“Yes, absolutely perfect,” she responds with a smile.
The call is initiated after Tulsi is seen in a viral video at a godh-bharai (baby shower), offering health advice to an expectant mother.
Tulsi’s son, who posted the video, mentions tagging Gates, expressing curiosity about whether he would be willing to speak with Tulsi via video call. “He’s accepted,” he exclaims with excitement.
Tulsi initially appears apprehensive, remarking, “What will I say to him? I only do video calls with you all or your father about grocery shopping.”
However, once the laptop is turned on and Gates appears on screen, Tulsi confidently explains the significance of the “traditional” ritual.
“We come together to bless a young expectant mother, wishing her good health,” she explains.
“We emphasize the importance of women taking care of their health, nutrition, and diet. We advise them to follow doctors’ instructions and seek hospital care for delivery.”
Both Gates and Tulsi agree that “when mothers are healthy, children thrive, and the world can make significant progress.”
In a statement to the BBC, JioStar Entertainment, the show’s producers, stated that the show utilizes storytelling to highlight critical issues related to maternal and child health.
“We believe that storytelling can do more than entertain; it can inform, inspire, and raise awareness on issues that matter,” said JioStar’s Sumanta Bose.
“By integrating socially significant topics into our narratives, we aim to create an impact that extends beyond the screen and brings about meaningful change in people’s lives,” he added.
The release indicates that Gates will appear in three episodes of the show.
Ms. Bajpai notes that in its second season, the show faces competition from numerous other offerings on OTT platforms and has not achieved the same level of resonance with audiences.
However, Gates’s unexpected cameo appears to have brought the show back into the spotlight, at least temporarily.
A promotional clip of the episode garnered over six million views on Instagram alone in less than a day, accompanied by thousands of comments expressing surprise and amusement.
One comment, liked by over 17,000 people, read, “What is this multiverse?” Another stated, “It’s so cringe but I also love it so much.”
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