By Poonam Muttreja, Executive Director, Population Foundation of India
“You forced me into marriage. I wanted to study.”
“What difference is that gonna make! Are you going to be the Prime Minister?”
“Yes. I will become the Prime Minister.”
This powerful exchange between key characters in a soap opera demonstrates reel life emulating real life.
In 2011, the Population Foundation of India (PFI) set out to use the soap opera Main Kuch Bhi Kar Sakti Hoon (MKBKSH) or I, A Woman, Can Achieve Anything as the centre of a transmedia initiative that leverages the power of entertainment education to change social norms. At the heart of the soap opera are the struggles and triumphs of Sneha, a doctor working in Mumbai, as she journeys from the city to her village, emotionally torn between family and society, between professional aspirations and personal commitment.
But why pursue entertainment education and what has been the experience?