Exactly twenty-five years ago, on July 3, 2000, Indian television witnessed a night that would redefine its future. On a channel that had been struggling in the ratings war, two new shows premiered. StarPlus, far behind competitors Zee TV and Sony, decided to take a risk. At 9 pm, Kaun Banega Crorepati, hosted by Amitabh Bachchan, arrived on screens. Following it at 10:30 pm was Ekta Kapoor’s family saga Kyunki Saas Bhi Kabhi Bahu Thi. The two shows went on to make history.
At the time, the programming team at Star was desperate for a drama that could help turn the tide. Sameer Nair, then head of programming, recalled how tough it was to get producers on board. Many believed StarPlus was a sinking ship. He revealed that some even pitched shows, received approvals, and then went on to work with Zee instead. Nair admitted it happened to him twice, calling it “quite sad.”
As they geared up for the big launch of KBC, Ekta Kapoor arrived at Nair’s office with her father, the veteran actor Jeetendra. Nair was amused, telling her, “You could’ve called me on your own. Why did you bring dad?” It was then that Ekta expressed her wish to create a show for StarPlus. Until then, she was known for comedies like Hum Paanch. But Ekta had other plans. She had already tasted success with a Tamil family drama and wanted to bring that flavour to Hindi television.
Nair greenlit Kyunki Saas Bhi Kabhi Bahu Thi immediately. Within a couple of months, all the episodes were ready. He chose to skip the usual channel feedback process, explaining, “When the episodes came to me, I just said, ‘Let’s put them on air.’ No changes, no feedback, nothing.” He felt that the team at Star was smart enough to let the show speak for itself without interference.
The show got little to no promotional push. Nair admitted, “All the marketing was directed towards KBC.” In fact, Kyunki never even got a hoarding throughout its original run. Yet, it didn’t matter. Audiences arrived for KBC and stayed back for Kyunki. Smriti Irani, who played Tulsi Virani, once revealed the show was a “polite rejection” initially, expected to fail in a 10:30 pm slot when “India goes to sleep.”
But the opposite happened. Viewers formed an instant connection with the show’s characters and storylines. Its soaring popularity set the stage for a new wave of daily soaps. Seeing the success, Star quickly acquired Kahaani Ghar Ghar Kii within three months. Nair explained how the primetime slots were soon locked: KBC at 9, Kahaani at 10, and Kyunki at 10:30.
It started a trend of daily soaps, most with titles beginning with the letter ‘K.’ Ekta’s Balaji Telefilms delivered one hit after another, from Kasautii Zindagii Kay to Kahiin To Hoga. Nair believed the strategy worked because people enjoyed continuity. If they liked a show on Monday, they would tune in on Tuesday too.
Now, after 17 years off the air, Kyunki Saas Bhi Kabhi Bahu Thi is ready for a comeback. JioHotstar is bringing the iconic saga back for a new generation. Nair, now CEO of Applause Entertainment, believes the platform won’t decide its fate. “I don’t know if it’s got so much to do with streaming or TV. It’s really got to do with the story,” he remarked.
He emphasised how storytelling was always at the heart of Kyunki. It was the powerful narrative that made it unforgettable. Nair believes Kyunki remains a strong brand, and as it returns, there’ll be plenty of excitement around it. “Then finally it’ll depend on storytelling, which Ekta Kapoor is a master at,” he said, confident the show’s magic will endure.
