Star Plus has unveiled its latest brand film under the #NotJustMoms campaign at FICCI Frames 2025, challenging the long-standing belief that mothers alone are responsible for raising children. The initiative underscores that parenting is a shared duty between fathers, families, and society at large.
The brand film depicts everyday scenarios where mothers are burdened with expectations of teaching values and discipline, closing with a powerful message that parenting is a collective effort. Fronted by Tulsi, the iconic character from Kyunki Saas Bhi Kabhi Bahu Thi, the film reconnects audiences with a familiar symbol of Indian family life while advocating for equality in caregiving.
The film premiered at FICCI Frames 2025, ahead of a fireside chat featuring Ekta Kapoor and Smriti Irani on Revolutionizing Content: Women, Television, and 25 Years of Kyunki…
Over the years, Star Plus has consistently delivered content that blends cultural relevance with social reflection. Through #NotJustMoms, the channel continues to use entertainment as a catalyst for meaningful conversations within Indian households.
“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.
