Population Foundation of India’s transmedia series ‘Main Kuch Bhi Kar Sakti Hoon’ has inspired Raju Raikwar and his friends in the Chhatarpur region of Madhya Pradesh to become messengers for women’s empowerment and male involvement in family planning. These men have adopted messages of the series into songs to motivate men in villages of the region. “Marriage at the right age. No hurry to have a child soon after. And…you think that female sterilisation is right and male sterilisation wrong. But…I say male sterilisation is the right thing,” goes one song that the men perform.