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After a successful launch on television, Main Kuch Bhi Kar Sakti Hoon (I can do anything) began to air on All India Radio as 15-minute-long episodes from May 24, 2014. Launched by the Population Foundation of India (PFI) and supported by the United Nations Population Fund (UNFPA), the serial was broadcast every Saturday and Sunday for 26 weeks. The storyline addressed issues of gender-biased sex selection, early marriage, early and repeated pregnancies, under-nutrition of girls, domestic violence and gender sensitisation among boys. It was aimed to enhance knowledge and change perceptions and attitudes on women’s empowerment. The serial was aired across 94 primary channels/ local radio stations, 24 FM stations and 37 Vividh Bharati stations. The radio series was part of a trans-media approach (TV, radio, internet and mobile phones). The serial was telecast on Doordarshan National from March 9, 2014 every Saturday and Sunday at 7.00 pm. Dr Arvind Singhal, Professor and Director, Social Justice Initiative, Department of Communication, University of Texas, Dr Ajai Chowdhry and PFI’s Executive Director Poonam Muttreja conceptualised and developed the serial. Feroz Abbas Khan was the director of the series.