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'Taarak Mehta Ka Ooltah Chashmah' (TMKOC), one of the longest-running family comedy shows on TV, has added another feather in its cap. The show has been taken up as a case study by Dr Darshan Trivedi and Smita Kothari from MICA Institute, Ahmedabad. This is perhaps the first time that a TV show is being considered as a case study by an MBA college for its unique storytelling, consumer research and understanding the pulse of viewers. It was presented at the International Communication Management Conference, which was attended by delegates across countries. Asit Kumarr Modi, creator and producer of TMKOC, has shown strong leadership qualities to steer the show towards constantly connecting with the ever-changing market preferences. He says, “It’s been a moment of great pride. To be taken as a case study means that you are not just a success story, but you are discussed in the marketing circles for your strategies, planning, consumer insights and content marketing. To remain successful constantly for nearly a decade is a result of great performances by all the artistes along with exemplary teamwork. When we started our show, the saas-bahu genre was trending and there was a small audience for a daily comedy show. I thank NP Singh, CEO of SPN for his constant belief and support towards the show.” To entertain its viewers, the show has propagated causes such as Swachh Bharat Abhiyan and Armed Forces Flag Day among others.