'The fact is those who are aware of social issues mostly belong to the educated class, while the masses still don't have access to that kind of information. At the same time, the masses can be reached through the medium of entertainment, be it movies or serials...

'So it is essential that India has a serial like 'Kyunki...' that takes up social issues and tries to simplify things in a way that makes it easier for everyone to understand,' said Tina.

'What 'Kyunki...' is trying to do is put HIV-AIDS awareness into a story that anyone can relate to, even those who don't know anything about it. By doing this, the common man can understand that an HIV positive person is not someone to be scared of or to be avoided. At the same time there is a message about preventive measures to be taken,' she said.

'So, as educated people, it is our responsibility to share what we know with those who don't and in this situation using a serial to do it is an excellent method,' the actress added.

According to Malhotra, it makes more sense to broadcast a show like 'Kyunki...' on DD because of its wide reach.

'The kind of issues that we handpick to be showcased through the show are mostly aimed at creating awareness in our core constituency, which is rural women in the age group of 16-35. That is also why we chose DD to broadcast it. It has maximum impact across the country - more than any other general entertainment channel nowadays,' she said.

Unicef, meanwhile, says it is open to helping a producer or channel if they wish to work around any of these social issues.

(Radhika Bhirani can be contacted at radhika.b@ians.in)