Star Plus at the prestigious FICCI Frames unveiled a new brand film under the thought-provoking theme #NotJustMoms, highlighting 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 reaffirms its role as a platform that not only entertains but also sparks conversations that resonate with the evolving face of Indian households.
The brand film spotlights everyday moments where mothers are unfairly burdened with expectations of teaching values and discipline and wraps up with a clear message that parenting is a shared responsibility. Helming the film is Tulsi, the iconic character from Kyunki Saas Bhi Kabhi Bahu Thi, one of India’s most-watched prime-time shows. As a character who continues to resonate across generations, Tulsi embodies the brand’s message of shared responsibility and progressive family values. By placing her at the centre of this narrative, Star Plus underscores the show’s cultural impact while reinforcing the need for equal parenting.
“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 brand film premiered at FICCI Frames 2025, ahead of a marquee fireside chat featuring Ekta Kapoor and Smriti Irani on the topic Revolutionizing Content: Women, Television, and 25 Years of Kyunki…
Over the years, Star Plus has consistently led the way in creating content that combines cultural relevance with mass entertainment. From marquee dramas to disruptive formats, the channel has strengthened its position as the country’s leading entertainment destination. With #NotJustMoms, Star Plus continues its tradition of using entertainment as a catalyst for reflection, reinforcing its commitment to shaping meaningful conversations within Indian households.