MARD founder Farhan Akhtar extends support to women’s empowerment through tele series Main Kuch Bhi Kar Sakti Hoon
The trans media serial that reached out to 58 million viewers in Season One aims to promote women’s empowerment
The serial is a joint initiative by Population Foundation of India and Doordarshan
MUMBAI, April 16 2015: In a big push for women’s empowerment in the country, the founder of the initiative MARD (Men Against Rape and Discrimination), Farhan Akhtar today extended support to the popular trans media serial,Main Kuch Bhi Kar Sakti Hoon.
“Main Kuch Bhi Kar Sakti Hoon has shown great potential of being a catalyst for change as seen from the feedback the serial has received. Main Kuch Bhi Kar Sakti Hoon representing women’s empowerment, and MARD, representing responsible masculinity, have come together as Hum Kuch Bhi Kar Sakte Hain to bring in the change we want to see. Women can achieve anything, they need to have the confidence and belief in themselves and society needs to create an environment of support and safety. Men play an important role in the creation of such an environment by being sensitive to these aspirations and by treating women as equals,” said Farhan Akhtar.
Main Kuch Bhi Kar Sakti Hoon challenges deep-rooted social norms like child marriage, early pregnancy and gender based violence. Season Two began telecast on April 4, 2015 on Doordarshan and will run every Saturday and Sunday at 7:30 pm.
During its first season, Main Kuch Bhi Kar Sakti Hoon was one of the top three serials in its time slot during the course of its telecast. As per TAM and IRS assessments, the serial was watched by over 58 million viewers. PFI received as many as six lakh phone calls from people across the country, wanting to engage on the issues it had raised and to share their own stories.
House-listing data from an independent evaluation showed that 42 percent of households with TV have watched the serial in Bihar and Madhya Pradesh despite having high penetration of DTH and Cable networks. The Interactive Voice Response System (IVRS) data highlighted that the serial was liked by men and women alike, as the calls received were from 48% men and 52% women. The serial was also disseminated through other media channels, including the internet, the mobile space, and radio to maximize reach.
Season Two of Main Kuch Bhi Kar Sakti Hoon continues the inspiring journey of Dr Sneha, representing the young Indian woman of today, who thrives on challenges. The story also depicts issues of adolescents as they aspire to reach their potential. It shows the changes that takes place in a society as a group of girls come together to form a football team. The series has been written, produced and directed by Feroz Abbas Khan, eminent theatre and film director and the creative force behind Main Kuch Bhi Kar Sakti Hoon. It is a venture close to his heart where his aesthetic sensibilities and deep commitment to social causes come together.
Sharing his experience, Feroz Abbas Khan said, “It was inspiring to work on the second season of Main Kuch Bhi Kar Sakti Hoon.Through the turbulent journey of our protaganist Dr.Sneha Mathur, supported by a powerful story and compelling characters, the family drama deals with many relevant issues – violence against girls and women, child marriage, poor nutrition for girls, family planning, prenatal care. We have raised the bar in the second season as we focus on adolescents, women empowerment through self-help groups, male involvement and responsibility, quality healthcare in villages and speedy justice for women through community arbitration, e.g. naari adaalats, women help-lines. We do not merely show problems but provide workable and evidence based solutions. We hope to sensitise the audience so that they are motivated to change and make a difference. ”
Jawhar Sircar, Chief Executive Officer, Prasar Bharti, said, “After the resounding success of Season One, I am delighted that PFI is launching Season Two of Main Kuch Bhi Kar Sakti Hoon. Television programmes such as this have great potential to bring in change.”
Poonam Muttreja, Executive Director, PFI, said, “Changing social norms and behaviour is certainly not an easy task. The media plays a critical role in reaching out to audiences and challenging existing attitudes and practices as we saw from the messages our viewers shared with us over the Interactive Voice Response System (IVRS). We have touched people’s lives. And now, with the synergy MARD will bring to the cause, we hope to involve men in a substantive way in improving the lives of our women, so that they can lead dignified lives free from violence, exploitation and neglect.
The series has been produced after extensive research by PFI and guided by the highly respected entertainment education expert, Dr Arvind Singhal.
Main Kuch Bhi Kar Sakti Hoon back with Season Two on DD National after reaching out to over 58 million viewers in Season One …Read More
CELEBS COME TOGETHER FOR AN UNIQUE INITIATIVE ‘MAIN KUCH BHI KAR SAKTI HOON’
TIMES OF INDIA
The story revolves around the inspiring journey of Dr. Sneha. She represents the young Indian woman of today, who thrives on challenges. Emotionally torn between family and society, between professional aspirations and personal commitment, her struggles and triumphs form the core of this memorable soap opera.
It will make you laugh, it will make you cry, but it will also make you think. It is television like you’ve Main Kuch Bhi Kar Sakti Hoon will go on air on DD at 7 pm every Saturday and Sunday from 8th March, 2014.
NO PORTRAYAL OF WORKING WOMEN IN TV SERIALS: SHARMILA TAGORE
Actress Sharmila Tagore said that content on the small screen is still stereotypical about women as they are mostly shown in kitchen dynamics. Sharmila, 69, said that none of the female protagonist on the small-screen shows are working irrespective of their modern settings. Sharmila and her actress daughter Soha Ali Khan were in the city to lend support to veteran playwright Feroz Abbas Khan for his new TV show ‘Main Kuch Bhi Kar Sakti Hoon’, to be telecast on Doordarshan from March 8.
SHARMILA TAGORE, SOHA ALI KHAN SUPPORT DOORDARSHAN’S SHOW, ‘MAIN KUCH BHI KAR SAKTI HOON’
THE AMERICAN BAZAAR
Actresses Sharmila Tagore and her daughter Soha Ali Khan have joined hands for women empowerment: they have come forward for Doordarshan’s upcoming show, ‘Main Kuch Bhi Kar Sakti Hoon’, which focuses on atrocities against women.
Produced and directed by Feroz Abbas Khan and launched by the Population Foundation of India (PFI), the show will be broadcast from March 8th to mark the International Women’s Day. It is centered on a doctor’s life, and her initiative to curb atrocities taking place against women in society. The concept of the show has been taken from popular South African TV show ‘Soul City’.
PATAUDIS ENDORSE SHOW ‘MAIN KUCH BHI KAR SAKTI HOON’ ON WOMEN EMPOWERMENT IN MUMBAI
TIMES OF INDIA
The Pataudis always come together, especially when it is for social causes. Besides undertaking several causes in Pataudi, they are also collectively supporting a national television show backed by the Population Council of India. To be aired on Doordarshan, the show, Main Kuch Bhi Kar Sakti Hoon, is about women’s fundamental rights to education, decision making, etc.
The entire family – Sharmila Tagore, her children Saif Ali Khan, Soha Ali Khan and Saba Ali Khan, and daughter-in-law Kareena Kapoor Khan – has shot promotional bytes for it.