A crossover no-one saw coming.
That's how many in India are describing Microsoft founder and philanthropist Bill Gates's appearance in an iconic Hindi TV drama with actress and former federal minister Smriti Irani.
Gates appeared on Thursday night's episode of Kyunki Saas Bhi Kabhi Bahu Thi to talk about maternal and child health with Irani.
The Gates Foundation has been working on curbing infant and maternal mortality for years with governments in Uttar Pradesh and Bihar - the two northern Indian states with huge populations that are also among the most disadvantaged regions.
Government data shows a significant improvement in maternal and child health indicators over the years, including in the two states. But in a country steeped in patriarchy, challenges remain.
In such a scenario, experts say messaging becomes extremely important to keep the drumbeat going to change norms and to make people more aware of the need to take care of their girls and mothers.
And to do that, Gates perhaps couldn't have chosen a better platform than Kyunki Saas Bhi Kabhi Bahu Thi.
First launched in July 2000, the series had a very successful, long innings, with several thousand episodes that were broadcast almost daily on Star Plus for eight-and-a-half years before it was discontinued.
In July, 25 years after it first hit the screens, Kyunki returned for its second innings.
Source : BBC
