Star Plus, one of India’s leading entertainment channels, made a powerful statement at FICCI Frames 2025 with the launch of its latest brand film under the theme #NotJustMoms, a campaign that challenges the long-held notion that parenting is solely a mother’s responsibility.

The initiative calls for fathers, families, and society at large to share the responsibility of raising children, reinforcing Star Plus’ commitment to using entertainment as a catalyst for social change.

According to a press note from the TV channel, the new brand film captures familiar, everyday situations where mothers are often expected to take full charge of a child’s upbringing — from instilling values to managing responsibilities. The narrative concludes with a compelling reminder that parenting is a joint duty, not an individual burden.

Fronting the film is Tulsi, the beloved character from ‘Kyunki Saas Bhi Kabhi Bahu Thi’, one of the most iconic television shows in Indian history.

Tulsi’s reappearance, years after the show became a cultural phenomenon, adds emotional depth to the campaign. As a symbol of strong family values and resilience, her presence underscores the message that caregiving and nurturing are shared acts, reflective of modern Indian families, the TV channel asserted.

“At Star Plus, we believe stories have the power to drive change. With #NotJustMoms, we want to challenge the long-standing stereotype that only mothers shoulder the responsibility of raising children. By bringing back Tulsi in a new light, this brand film is designed to ignite dialogue and inspire families across India to embrace shared parenting,” said a Star Plus spokesperson.

The unveiling of the brand film took place ahead of a much-anticipated fireside chat at FICCI Frames yesterday  featuring Ekta Kapoor and Smriti Irani, who reflected on ‘Revolutionizing Content: Women, Television, and 25 Years of Kyunki…’

The timing of the campaign’s launch — alongside this discussion — reinforced the cultural legacy of ‘Kyunki Saas Bhi Kabhi Bahu Thi’ and its continued relevance in shaping narratives around family, gender, and identity.

Over the years, Star Plus has consistently pushed boundaries with content that mirrors the evolving dynamics of Indian households while entertaining millions. From path-breaking serials to thought-led campaigns, the network has championed stories that balance emotion with purpose.

With #NotJustMoms, the channel once again turns the spotlight on social progress through storytelling, urging viewers to rethink the roles and responsibilities within their homes.