Kyunki to return: Can Tulsi & Mihir still connect with today’s viewers and advertisers?

In a move that’s stirring both excitement and scepticism, JioHotstar is bringing back one of Indian television’s most iconic shows, Kyunki Saas Bhi Kabhi Bahu Thi, with original stars Smriti Irani and Amar Upadhyay reprising their iconic roles as Tulsi Virani and Mihir Virani. For many, this reboot hits right in the feels, a time machine to the early 2000s, when families huddled around television sets at 10:30 PM sharp, emotionally invested in the everyday drama of the Virani household.

But as applause mixes with apprehension, a bigger question surfaces: Can a show built for the early satellite-TV era be meaningfully reimagined for today’s fast-scrolling, digital-first audience?

When it first aired on Star Plus on 3 July 2000, Kyunki Saas Bhi Kabhi Bahu Thi wasn’t just a daily soap, it was a cultural phenomenon. It turned Smriti Irani into a household name, elevated Balaji Telefilms to new heights, and firmly established the ‘saas-bahu’ genre in Indian GEC programming. With over 1,800 episodes, the show became a cornerstone of early 2000s Indian entertainment.

Now, over two decades later, its revival is as audacious as it is calculated. JioHotstar isn’t just banking on nostalgia, it’s making a bet that the emotional resonance of Tulsi, Mihir, and the Virani family still holds power in a world shaped by OTT platforms and meme culture.

Advertisers Show Early Interest — But for How Long?

So far, the show appears to be making a promising commercial comeback. Industry sources say it has already attracted four major sponsors across TV and digital.

• Tide (P&G) is on board as the Presenting Sponsor
• Colgate and Fortune Soyabean Oil have signed up as Co-Powered By Sponsors on TV
• Fortune Chakki Atta joins as a Co-Powered By Sponsor on digital platforms

These early deals suggest that while there may be scepticism in some quarters, the nostalgia factor still holds enough weight to unlock advertiser commitments — at least at launch.

Still, the real test will be whether the show can sustain this interest beyond the initial curiosity bump. Nostalgia, while a powerful hook for Hindi GEC audiences, is no longer a guarantee of success, feel some industry observers close to the development.

Emotional familiarity may still create strong audience loyalty, as past Balaji shows have demonstrated, but nostalgia alone cannot compensate for weak storytelling, industry experts believe.

From an advertiser perspective, the reboot is likely to attract a mix of legacy FMCG and regional brands in the short term, especially those who have historic relationships with the Kyunki IP.

There could also be interest from premium advertisers — but only if the show’s storytelling connects with current sensibilities. In an increasingly fragmented content landscape, emotional recall must be balanced with contemporary relevance to sustain meaningful ad revenues, particularly on linear TV.

While the Kyunki revival may resonate with older audiences, particularly those over 50, this demographic is no longer the primary target for most advertisers. Youth-focused brands are increasingly investing in platforms and stories that speak to contemporary sensibilities: fast-paced narratives, social relevance and platform-native formats. For Kyunki, the question becomes: Can it bridge the generational gap, appealing to loyalists while still feeling fresh enough for new viewers?

Even among those optimistic about the show’s return, there is an understanding that initial advertiser support may be driven more by legacy relationships than long-term confidence. Spot buying is likely to dominate, with brands watching closely to see whether the show can genuinely sustain audience interest in the weeks ahead.

For Indian GECs, the challenge is broader than one show. They are walking a tightrope, trying to preserve the broad, emotional appeal that defined their golden era while also evolving content to speak to modern realities. The key is not in simply recycling old formulas, but in telling grounded, emotionally resonant stories that feel fresh, even when built on familiar characters and legacies.

As viewership data trickles in, the industry will get a clearer sense of whether nostalgia still has legs or whether this is just a short-lived flashback. For now, Kyunki’s return is a bold experiment, betting that even in a world of reels, remotes, and remote work, there’s still room on the screen for Tulsi, Mihir, and a little bit of tradition.

As linear TV competes with OTT, the challenge is to retain mass emotional appeal while also adapting to modern storytelling formats.