MUMBAI: Population Foundation of India’s TV show Main Kuch Bhi Kar Sakti Hoon has introduced a new vocabulary for people to talk about difficult and taboo topics like family planning and contraception. The “Mast Pitara” or the Carefree treasure chest denotes the basket of contraceptives available for couples to delay or space births. It changes family planning messages often associated with embarrassment or clinical detachment into a way of life, closely interlinked with a loving relation between couples.
The ‘mast pitara’ in Main Kuch Bhi Kar Sakti Hoon especially emphasises on temporary methods of contraception including oral contraceptive pills, injectables, condoms, and intrauterine devices. Government data shows that in India, the burden of family planning falls on women with female sterilisations comprising over 75% of the modern contraceptive methods used. opting for as a means of family planning. By popularising the various options available to couples, the Mast Pitara demonstrates how couples can be mast or without worry by adopting a contraceptive method most suited to them.
Population Foundation of India Executive Director Poonam Muttreja said, “For a society that considers sex and contraception to be taboo topics, the Mast Pitara is a means for people to engage openly in conversations about family planning, and not feel embarassed to seek proper health information from service providers.”
The show Main Kuch Bhi Kar Sakti Hoon is an initiative by the Population Foundation of India to increase awareness and change behaviours among people on family planning and women’s empowerment issues. Apart from the television programme that follows the entertainment education approach, the show also has extensions on an Interactive Voice Response System, community radio, digital media and on-ground outreach.
Main Kuch Bhi Kar Sakti Hoon revolves around the inspiring journey of Dr. Sneha Mathur, a young doctor, who leaves behind her lucrative career in Mumbai and decides to work in her village. The show has proven to be one of the flagship programmes on the national broadcaster with several repeat telecasts, dubbed and telecast in 13 Indian languages and aired on 216 AIR stations across the country. Season 3 of the show has been produced with support from REC Foundation and Bill & Melinda Gates Foundation.
Population Foundation of India (PFI) is a national NGO, which promotes and advocates for the effective formulation and implementation of gender sensitive population, health and development strategies and policies. PFI addresses population issues within the larger discourse of empowering women and men, so that they are able to take informed decisions related to their fertility, health and well-being.
