JioStar brings back Kyunki Saas Bhi Kabhi Bahu Thi as a flagship show that can be watched on any platform. It has a modern twist on classic storytelling that will appeal to viewers of all ages.
JioStar has revealed the return of Kyunki Saas Bhi Kabhi Bahu Thi, one of India’s most recognizable and adored television series, in a calculated content move. Originally redefining Indian soap operas in the early 2000s, the show is making a comeback as a flagship cross-platform property with the goal of bringing generations together around a common emotional story.
JioStar’s broader goal of bridging the gap between traditional and contemporary content consumption habits includes the reboot. All age groups will be able to watch the show because it will be accessible on both TV and digital platforms. The show will be adapted for social content bites, community-based fan interaction on platforms like JioCinema and other digital outlets, and binge-watch-friendly OTT formats in addition to its linear broadcast.
Ajit Varghese, Head of Revenue – Entertainment at JioStar, emphasized the emotional appeal of the show, stating, “This is one of those rare properties that can bring the entire family together — from grandparents to Gen Z.” He added that few shows have such deep cultural resonance, making it an ideal candidate for relaunch in today’s digitally fragmented yet emotionally connected world.
This reinvention transcends sentimentality. The show promises to preserve the essence of the original while appealing to the sensibilities of the modern audience thanks to its modern cast, reimagined plot, and updated production design. As part of its 360-degree marketing strategy, JioStar is also anticipated to incorporate brand alliances and engaging fan experiences.
In addition to appealing to sentimental memories, the revival supports JioStar’s plan to create entertainment ecosystems that are suitable for families. Kyunki Saas Bhi Kabhi Bahu Thi is set to become a cultural touchstone once more, this time across screens and generations, by fusing classic storytelling with contemporary media practices.
