At the heart of PFI ’s initiative is the Entertainment Education or Edutainment approach. Edutainment has been used in various parts of the world as a powerful means to educate, inform and influence social and individual behaviour change. Through carefully crafted stories, social issues are woven into popular dramas, which have the potential to reach millions.

World over, edutainment initiatives like Soul City in South Africa and Simplemente Maria in Peru have been powerful in influencing social norms in favour of women’s empowerment. Drawing on the learning from these as well as from Indian serials like Hum Log, Jasoos Vijay and Kyunki Jeena Isi Ka Naam Hai, which have demonstrated positive behaviour change, the scripts were designed and field-tested in collaboration with Professor Arvind Singhal of the Social Justice Initiative at the Department of Communication, University of Texas. Professor Singhal is a thought leader in the field of positive deviance and entertainment education, and pioneered the use of positive deviance enquiry in many countries.

The Positive Deviance approach identifies positive behaviours of individuals within the community and aims to amplify it as though those positive behaviours are no longer the exception, but rather a norm for all to adopt.

Read about the difference that was made by our educational entertainment intervention.



Main Kuch Bhi Kar Sakti Hoon Poster  – Click to read



Main Kuch Bhi Kar Sakti Hoon Season 1 Brochure – Click to read




Main Kuch Bhi Kar Sakti Hoon, Season 1 endline Evaluation – Click to read



Main Kuch Bhi Kar Sakti Hoon Season 2 Brochure – Click to read



Impact Evaluation Infograph of Season 1 – Click to read





Interactive Voice response System- Click to read






MKBKSH Case StudyClick to Read