Mumbai: At the prestigious FICCI Frames 2025, Star Plus unveiled a new brand film under the thought-provoking theme #NotJustMoms, underscoring that parenting is not the sole responsibility of mothers but a shared duty of fathers, families, and society at large. With this initiative, Star Plus reinforces its position as a network that not only entertains but also drives conversations that mirror the evolving realities of Indian households.
The brand film captures relatable, everyday moments where mothers are unfairly burdened with expectations of instilling values and discipline. It concludes with a powerful message — parenting is a shared responsibility. Leading the narrative is Tulsi, the beloved character from Kyunki Saas Bhi Kabhi Bahu Thi, one of India’s most iconic television shows. Tulsi, a symbol of strength and progressive family values, brings emotional depth to the campaign’s message of equality and shared responsibility.
“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 film’s premiere at FICCI Frames 2025 preceded a marquee fireside chat titled Revolutionizing Content: Women, Television, and 25 Years of Kyunki…, featuring Ekta Kapoor and Smriti Irani — a nod to the show’s lasting influence on Indian pop culture.
Over the years, Star Plus has consistently led the way in creating content that blends cultural resonance with mass entertainment. From genre-defining dramas to disruptive storytelling formats, the channel continues to shape India’s television landscape. With #NotJustMoms, Star Plus carries forward its legacy of using entertainment as a catalyst for meaningful reflection, reaffirming its commitment to championing progressive narratives within Indian families.
