Serial's success baffles not just fans but stars too

Saath Nibhana Saathiya's success is baffling to say the least. Even the TV channel did not expect this show to rake in the TRPs, which is why they slotted it for the not so popular 7 pm slot. There is nothing spectacular about this script. Soap focuses on a conservative Gujarati family where the mother-in-law wears the pants in the house. The protagonist, Gopi is this sweet, innocent, bahu who is illiterate too. But Kokila Modi, the mother-in-law feels she will make an ideal bahu and wife to her son Ahem. Simple plot with the predictable melodramatic twists and turns. None of the actors were popular TV stars before this show. Nor are the women including Gopi great looking.
So when Saathiya, which was launched in early 2010 started on a low key with around 1 TVR, nobody batted an eyelid. In fact until two months back, few had heard of the show, which has been playing for the last six months. But who is to say what works with a fickle audience constantly looking for some fresh masala? But, people in the industry sat up and took notice especially in the recent past with its consistently high rating of 5.8 TRPs per week.
So what makes a 7 pm saas-bahu show about kitchen politics rule over KBC, so much so that Gopi gets more eyeballs than than even the Big B? "It's the story, the characters and the drama woven around small, everyday life incidents that have kept viewers hooked," says the show's producer Rashmi Sharma. Try telling her that this is a massy show just like those Govinda capers, she counters, "It was always intended to be a mass show with a relatable story, backdrop and characters."
However, neither Rashmi nor her actors were happy with the 7 pm slot. "We were apprehensive and hence were taken aback when Saathiya started raking in the numbers," admits the average looking Jia Manek who plays Gopi. She concedes that kitchen politics rules the show. "It's a story of two female cousins, one simple and innocent and the other shrewd and cunning, who get married in the same family. Whether in her maternal home or in her sasural, Gopi has always been treated like a maid. So the sympathy factor really worked for the show. It is essentially a Cinderella story," she adds.
While it has been established that the show has tremendous pan India appeal, one is not too sure how it fares down South. While there are no immediate statistics to prove how successful it is in the South, the Gujarati community, on which Saathiya is based watches it for sure. "From the story point of view, Gujarati culture offers a colourful backdrop," Rashmi quips.
Roopal Patel, who plays Gopi's strict mother-in-law Kokila Modi, says the USP of Saathiya is the unique relationship between Gopi and Kokila. "Kokila is not a run-of-the-mill mother-in-law. She is neither negative nor positive. She is no-nonsense and edgy," says Roopal.
Surprisingly, the show raked in numbers on gimmicks and small issues for months. "We opened the real story after 150 episodes with Rashi's marriage in the Modi household," reveals Rashmi. But will ratings continue to be as robust as now? "Gopi and Ahem have started talking now. The process of falling in love has begun. So expect lots of twists and turns," says Mohammed Nazim who plays Ahem.
Let's wait and watch!