Mumbai: In a triumphant comeback, Kyunki Saas Bhi Kabhi Bahu Thi returned to Indian television on July 29, amassing an extraordinary 1.659 billion minutes of watch time across Star Plus and JioHotstar during its launch week. The show’s revival marks the biggest GEC fiction launch in the past five years, breaking viewership records on both linear and digital platforms.
With 31.1 million viewers tuning in on Star Plus within the first four days and 15.4 million viewers watching the premiere episode alone, Kyunki has reclaimed its place as a cultural phenomenon. The show’s digital debut on JioHotstar further reinforces India’s appetite for engaging daily fiction in the streaming era.
“The return of Kyunki Saas Bhi Kabhi Bahu Thi has proven that great storytelling never loses its power. We approached this launch with a two-fold vision: to reignite the deep nostalgia associated with one of India’s most iconic shows, while also crafting a contemporary storyline and viewing experience that resonates with today’s audiences. The record-breaking numbers across Star Plus and JioHotstar reaffirm our belief in the timeless appeal of compelling narratives. This launch is a cultural moment that bridges generations, and we are proud to have delivered it to millions of homes across platforms,” said Sumanta Bose, Head of Cluster, Entertainment (Star Plus and Bharat, Bengali, Marathi and Gujarati), JioStar.
Online too, the show created a stir, generating 17,300 organic social media mentions with an overwhelming 86% positive sentiment, driven by nostalgia, cast engagement, and fan anticipation.
The show’s advertiser interest was equally robust. On television, Tide+, Kalyan Jewellers, and Maruti Suzuki India led as co-presenting sponsors, while Fortune Soyabean Oil, Colgate, SMART Bazaar, White Tone Face Cream, and Good Knight joined as supporting partners. On JioHotstar, Kalyan Jewellers and Maruti Suzuki co-present, alongside Colgate, Fortune Chakki Fresh Atta, UTI Mutual Fund, Tata Consumer Products, SMART Bazaar, and Mankind Pharma – Prega News.
By seamlessly combining the mass reach of TV with the personalised engagement of streaming, Kyunki Saas Bhi Kabhi Bahu Thi is redefining appointment viewing and setting a new standard for Indian fiction programming.
