Kyunki

Ajit Varghese on reviving Kyunki and the future of fictional IPs

As Kyunki Saas Bhi Kabhi Bahu Thi gears up for a grand comeback across Star Plus and JioHotstar, Ajit Varghese of JioStar, unpacks the strategy behind reviving one of India’s iconic television IPs, and how it’s being reimagined for a multi-platform, multi-generational audience.