'Jasoos Vijay' has transformed attitudes towards HIV

According the industry-wide TAM audience figures, the latest episode of the series, which has messaging about HIV and AIDS awareness and prevention woven in to the plot and dialogue, had a weekly audience reach of almost 16 million viewers.

“I’m truly ecstatic”, commented the Creative Director of the series, Devika Bahl.

“This is a fantastic tribute to the cast and the production team. It shows that a drama series with social messaging can deliver both huge audiences and big health awareness impact.”

More than 150 episodes of ‘Jasoos Vijay’ (it translates as ‘Detective Vijay’) have been broadcast since it went on air in 2002.

Creative Director  It shows that a drama series with social messaging can deliver both huge audiences and big health awareness impact   Devika Bahl

The series is filmed entirely on location. It is made in Hindi and dubbed into seven other languages.

The detective serial is broadcast on peak viewing time on Sunday evening on India’s most watched TV channel, Doordarshan National.

The Indian government’s National AIDS Control Organisation is also a partner in the project, which is financed by the British government’s Department for International Development.

Although the series has from the start achieved large audiences, and has helped transform attitudes towards HIV and encouraged behaviour change, this is the first time it’s won a slot in the India-wide TV Top Ten.

The Storylines

Audiences to the latest story have been boosted by concern that the hero, Vijay (who is portrayed as HIV-positive) is critically ill.

A romance between two other key characters, Jeet and Parvati, is also at a critical stage. And, the cliff-hanging detective mystery has been supplemented by a specially commissioned dance sequence filmed in the grounds of Delhi’s Old Fort.

We put a lot of research effort into getting the messaging right, and a lot of production effort into making the series a gripping watch. And that combination has really delivered.   Andrew Whitehead

‘”Jasoos Vijay” is probably the most successful and widely watched TV drama series anywhere with health messaging as its purpose”, says the Trust’s Director in India, Andrew Whitehead.

The current year-long series of ‘Jasoos Vijay’ ends in September.