'MARD' founder Farhan Akhtar extends support to women empowerment - RNews1 Network

'MARD' founder Farhan Akhtar extends support to women empowerment

Mard, Farhan Akhtar, Mard Farhan Akhtar, Men Against Rape and Discrimination
New Delhi : The trans media serial that reached out to 58 million viewers in Season One aims to promote women’s empowerment. The serial is a joint initiative by Population Foundation of India and Doordarshan. In a big push for women’s empowerment in the country, the founder of the initiative MARD (Men Against Rape and Discrimination), Farhan Akhtar extended support to the popular trans media serial, 'Main Kuch Bhi Kar Sakti Hoon'.

“Main Kuch Bhi Kar Sakti Hoon” has shown great potential of being a catalyst for change as seen from the feedback the serial has received. Main Kuch Bhi Kar Sakti Hoon representing women’s empowerment, and MARD, representing responsible masculinity, have come together as Hum Kuch Bhi Kar Sakte Hain to bring in the change we want to see.

Women can achieve anything, they need to have the confidence and belief in themselves and society needs to create an environment of support and safety. Men play an important role in the creation of such an environment by being sensitive to these aspirations and by treating women as equals,” said Farhan Akhtar.

Main Kuch Bhi Kar Sakti Hoon challenges deep-rooted social norms like child marriage, early pregnancy and gender based violence. Season Two began telecast on April 4, 2015 on Doordarshan and will run every Saturday and Sunday at 7:30 pm.

During its first season, Main Kuch Bhi Kar Sakti Hoon was one of the top three serials in its time slot during the course of its telecast. As per TAM and IRS assessments, the serial was watched by over 58 million viewers. PFI received as many as six lakh phone calls from people across the country, wanting to engage on the issues it had raised and to share their own stories.

House-listing data from an independent evaluation showed that 42 percent of households with TV have watched the serial in Bihar and Madhya Pradesh despite having high penetration of DTH and Cable networks. The Interactive Voice Response System (IVRS) data highlighted that the serial was liked by men and women alike, as the calls received were from 48% men and 52% women.

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