Ekta Kapoor, the so-called queen of Indian television, is again planning to revive her legendary soap Kyunki Saas Bhi Kabhi Bahu Thi-this time for the OTT platform.
Although nostalgia might be her selling point, one cannot ignore the irony of this move.
Kapoor, who played a pivotal role in saturating Indian television with melodramatic family sagas during the 2000s, now seeks to cash in on the same formula in a digital era that thrives on fresh and experimental content.
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The original Kyunki Saas Bhi Kabhi Bahu Thi (2000-2008) was undoubtedly a cultural phenomenon. With its record-breaking TRPs and larger-than-life characters such as Tulsi and Mihir Virani, it ruled prime-time television for seven years.
But its success also heralded the start of an era where Indian TV became synonymous with regressive tropes, never-ending plot twists, and over-the-top family feuds. Many believe that this template killed creativity and alienated viewers in the long run.
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Now that Kapoor reimagines Kyunki Saas Bhi Kabhi Bahu Thi as a limited series on OTT platforms, questions are being asked: Is this just a cash-grabbing exercise in nostalgia? Or does it indicate there aren't better ideas?
The OTT space has prospered on risk-taking storytelling and varied narratives-exactly the sort of things that appear contrary to Kapoor's established soap opera template.
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While lovers are likely to be thrilled to have Tulsi back, critics ask whether this revival is a regression for Indian digital content.