Taru was a entertainment-education radio soap opera named after its key female protagonist and aired from February 2002 to February 2003. The weekly broadcast of the radio serial also included promotion of on-the-ground reproductive health clinics in 25,000 villages. Although serial dramas are not new to India’s airwaves, the close partnership with a service provider that serves as a model in health care delivery in the storyline, provided a new framework for behaviors and actions promoted through the drama.