Not just nostalgia: Why legacy characters are dominating HGECs

Despite not featuring in the show since 2017, Daya (Taarak Mehta Ka Ooltah Chashmah) continues to enjoy immense popularity among Hindi GEC audiences. Her enduring success highlights a category trend

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Breaking barriers: Hindi GEC women are no longer housewives!

A staggering 80% popularity share of Hindi GEC female characters is now held by working women, up from less than 20% till 2020. Here's an analysis of this radical and progressive shift

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Where are the mothers?

Popularity share of HGEC female protagonists in the highly-relatable motherhood life-stage has declined significantly over the last six years. But there's more to it than meets the eye

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The character factor: From enduring hits to instant hits

An analysis of 53 top-performing characters over the last 12 years reveals that the lifespan of popular Hindi GEC characters has seen a significant drop

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