Bill Gates cameo in the iconic Indian TV drama with Smriti Irani

A crossover no one saw coming.

That’s how many in India describe Microsoft founder and philanthropist Bill Gates’ appearance in an iconic Hindi TV drama starring actress and former federal minister Smriti Irani.

Mr. Gates appeared on Thursday night’s episode of Kyunki Saas Bhi Kabhi Bahu Thi (Because the mother-in-law was once a daughter-in-law too) to talk about maternal and child health with Irani.

The Gates Foundation has been working to reduce child and maternal mortality for years with the governments of Uttar Pradesh and Bihar, the two northern Indian states with huge populations that are also among the most disadvantaged regions.

Government data shows significant improvement in maternal and child health indicators over the years, including in both countries. But in a country mired in patriarchy, challenges remain.

In such a scenario, experts say messaging becomes extremely important to keep the drumbeat moving to change norms and make people more aware of the need to take care of their girls and mothers.

And to do this, Mr. Gates could perhaps not have chosen a better platform than Saas Bhi Kabhi Bahu Thi.

First released in July 2000 series had a very successful long innings with several thousand episodes airing almost daily on Star Plus for eight-and-a-half years before it was discontinued, says Shailaja Bajpai, columnist and reader editor for the new print site.

In July, 25 years after it hit the screens, Kyunki… returned for its second innings.

Indian audiences found the show, based on the complicated domestic relationship between Irani’s character Tulsi and her mother-in-law, fascinating. The trials and tribulations of the dutiful new bride have the families reorganizing their daily routines to ensure they don’t miss a single episode.

The character of Irani was – and is – at the center of this story of the fictional Virani family. In the first season, she played a young woman who falls in love with and marries a scion of a wealthy family.

A quarter of a century later, Tulsi is middle-aged, her children are grown, and she herself is about to become a mother-in-law.

But the battles she fights now are still with jealous and delusional family members, and the drama — and melodrama — of the original season remains in abundance, Ms. Bajpai says.

“If you take away the gadgets and cell phones and laptops, basically take away all the window dressing, it’s still the same story. It’s just been updated.”

But she adds that one thing that’s different now is that social messaging has increased. “I think it’s because it fits her profile more. She was the minister for women and child development, so the show now talks about divorce, child and maternal health and other socially relevant issues.”

The four-minute segment with Mr. Gates begins with the Microsoft founder greeting her in American-accented Hindi – “Namaste Tulsi-ji,” he says, asking her if he got it right?

“Yes, absolutely perfect,” she beams.

The call comes after Tulsi was seen in a viral video at a godh-bharai (grandmother’s party) dispensing health tips to an expectant mother.

Tulsi’s son, who posted the video, tells her that he tagged Mr. Gates, wondering if he would like to talk to Tulsi on a video call. “They got it,” he squeals in delight.

Tulsi initially seems a bit nervous. “What should I tell him? I only do video calls with all of you or your dad about grocery shopping,” she says.

But after the laptop is set on fire and Mr. Gates appears in a vision, Tulsi appears, explaining the reason for the “traditional” ritual.

“We gather to bless a young mother-to-be, we wish her good health,” she says.

“We tell women how important it is to take care of their health, nutrition and diet. We tell them to follow the doctors’ instructions and go to the hospital for their birth.”

The two agree that “when mothers are healthy, children thrive and the world can make significant progress.”

In a statement to the BBC, show makers JioStar Entertainment said the show uses storytelling to draw attention to critical issues surrounding maternal and child health.

“We believe that storytelling can do more than entertain, it can inform, inspire and drive awareness on issues that matter,” said Sumanta Bose of JioStar.

“By weaving socially relevant themes into our narratives, we aim to create an impact that reaches beyond the screen and makes a meaningful difference in people’s lives,” he added.

The release said Mr. Gates will appear in three episodes of the show.

In its second run, says Ms Bajpai, the show had to compete with a host of other offerings on OTT platforms and did not find the same resonance with audiences.

But Mr Gates’ unexpected cameo appears to have brought him back into the limelight – at least for now.

The promo for the episode received more than six million views on Instagram alone in less than a day, with thousands of comments expressing feelings of surprise and amusement.

“What is this multiverse,” read one comment, which was liked by more than 17,000 people. Another said: “It’s so awful but I also love it so much.”