A crossover no-one saw coming.
That's how many in India are describing Microsoft founder and philanthropist Bill Gates' appearance in an iconic Hindi TV drama with 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 Also Once Daughter-in-Law) to talk about maternal and child health with Irani.
The Gates Foundation has been working on curbing infant and maternal mortality for years with governments in 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 these states. However, challenges persist in a country steeped in patriarchy.
Messaging remains crucial to changing norms and raising awareness about the need for communities to prioritize care for girls and mothers.
In such a scenario, Mr. Gates perhaps couldn't have chosen a better platform than Kyunki Saas Bhi Kabhi Bahu Thi.
First launched in July 2000, the series had a successful run over several years and has recently returned to screens after 25 years.
Indian audiences found the show, based on complex domestic relationships, riveting, as it intricately portrays the life of Irani's character Tulsi and her mother-in-law.
The guest appearance of Gates appears to have rejuvenated interest in the series, which now includes messaging about important social issues affecting women and children.
In his four-minute segment, Mr. Gates engages with Tulsi in American-accented Hindi to discuss health practices essential for mothers, emphasizing that when mothers are healthy, their children thrive.
JioStar Entertainment, the producers of the show, expressed their intent to use storytelling to spotlight critical issues related to maternal and child health through this collaboration.
Mr. Gates will appear in three episodes, and his cameo has already generated significant buzz, with a promo receiving over six million views on Instagram.
