MTV redefines success for the youth, unveils ‘MTV Question Marks’ campaign
5 min read
~Spearheads a novel parent-focused mindset reorientation workshop to redefine success for the youth~
~Welcomes Epigamia as ‘Snack Partner’, Trijog – Know Your Mind as ‘Wellness Partner’, Another Light Counselling as ‘Youth Mental Health Partner’ and Mithibai Colosseum as ‘Venue Partner’~
Mumbai, India, October 06, 2023:
India’s main youth leisure model, MTV, from Viacom18, considered one of the largest media conglomerates of the nation, launches a brand-new culture-defining youth campaign,‘MTV Question Marks’. As part of thepro-socio initiativeMTV organized a ‘mindset reorientation workshopfor mother and father’to scale back tutorial stress on right this moment’s youth.
The workshop happened in the presence ofCause Ambassadorand famend author, producer and psychological well being activist,Shaheen Bhatt, psychological well being consultantsAanchal Narang– Founder ofAnother Light Counselling, Psychologist,Anureet Sethi– Co-founder, Chairperson,Trijog – Know Your Mind, General Manager (IEC) Podar Education Network on the stage together withArushi Sethi Shah– CEO, Co-Founder,Trijog – Know Your MindandAnkur Goel –Founding Member & COO at Drums Food.
MTV’s newest campaign takes a daring step to redefine the function of educational marks as the sole measure of success. The campaign’s messaging‘Marks Hai Benchmark Nahi’is rooted in shopper insights. A complete youth examine by MTV, centered on 15-25 yr. olds, confirmed that 60% of them are nearer to their mother and father than their buddies. Interestingly, regardless of this affinity, greater than half keep away from debating their mother and father assuming they might not see their perspective. Based on this perception and the stress to attain excessive marks, MTV Question Marks goals to open a sustainable dialogue between youth and their mother and father, who they contemplate as the first and the most secure harbour for tough conversations.
MTV collaborated with extremely certified consultants, making a useful resource financial institution and offering channels of counsel and communication on their devoted campaign micrositewww.mtvquestionmarks.com. MTV additionallyunveiled an impactful and novelbrand filmthat elevates the core message of the campaign, questioning the overdependence on marks as a metric for a profitable life. The movie encourages mother and father to step up and alter the narrative, by staunchly supporting and shaping their little one’s distinctive path to success.
Speaking on saying its newest campaign,Anshul Ailawadi, Head – Youth, Music, and English Entertainment, Viacom18, stated,“MTV has by no means shied away from shining the gentle on themes that matter to younger Indians. Our newest campaign, MTV Question Marks, is a clarion name for change. With this initiative, we hope to convey a mindset-shift amongst mother and father, to maneuver past conventional tutorial benchmarks, and consider in the functionality of younger minds to outline success on their very own phrases.”
To increase the campaign’s attain, MTV has solid strategic partnerships. Snack PartnerEpigamia, by means of its co-branded, restricted version yogurt version with the tagline ‘Naye Zamane ka Dahi Shakkar’packaging will add a artistic dimension, enhancing the campaign’s visibility and enchantment to a wider viewers.Rahul Jain, Co-founder & CEO,Drums Food Internationalstated,“We are proud to companion with MTV on this campaign, a noble initiative geared toward reshaping the manner mother and father understand success for their kids. Our restricted version yogurt ‘Naye zamaane ka dahi shakkar’ symbolizes the help we provide to oldsters and college students throughout the traumatic examination season. We consider in nourishing not solely our bodies but additionally minds. It’s extra than simply yogurt; it is a style of confidence and well-being in each cup.”
On the affiliation, Aanchal Narang, Founder of Another Light Counselling, Psychologiststated,“Exams are sometimes equated with a toddler’s functionality to succeed, which is unfair threshold. With this campaign, we hope to create an area the place mother and father can study and perceive their kids in a manner most haven’t earlier than. We goal to assist mother and father navigate by means of their kids’s tutorial life whereas being empathetic and compassionate.” Youth Mental Health Partner Another Light Counselling, has been an integral collaborator in giving life to the parent-focused workshop, offering sources for psychological well being administration and driving a significant dialog by means of it.
“We champion celebrating efforts, debunking the false impression that prime tutorial efficiency defines price. Our campaign emphasizes nurturing environments, acceptance, and psychological well being help, bridging the hole with Trijog.” Added,Arushi Sethi, CEO, Co-Founder, Trijog – Know Your Mind
Anureet Sethi, Co-founder, Chairperson, Trijog – Know Your Mind, General Manager (IEC) Podar Education Networktalked about,“We problem the perception that tutorial success ensures happiness. By prioritizing emotional resilience, empathy, and compassion, we pave the manner for societal stability. Join our campaign to shift focus from IQ to EQ, making a stronger, empathetic society.”
Wellness PartnerTrijog, an professional in psychological well being help, will present a significant about 100 free counselling classes to the campaign members and a handbook with crucial info on coping with examination stress, guaranteeing the campaign’s affect extends past its preliminary length. The campaign can even promote theGovernment of India’s Department of Public Health and Welfare’s initiative, National Tele Mental Health Programme of India – Tele MANAS, a complete psychological well being care toll-free helpline quantity that makes psychological well being companies accessible and free to each particular person.Yashlok Foundation, a famend not-for-profit organisation, supported the trigger as Awareness Partner.
Special GuestDr. Ravinder Singal, (ADGP) Additional Director General of Police of Maharashtra Highway Traffic Policemake clear the significance of youth psychological well being in the context of educational stress, saying,“The rising stress on children right this moment makes me need to share this necessary message with all mother and father. I actually assume that true success comes extra from being courageous and attempting new issues than simply from grades. While grades present what a pupil remembers, they do not present who they are surely inside. Just getting good grades doesn’t suggest you will achieve success. There are many alternatives ready for our youngsters. We ought to all work collectively to verify our youngsters really feel good mentally and emotionally, serving to them discover these alternatives. Let’s be a robust help for our youngsters, serving to and understanding them as a substitute of pushing them too onerous. We ought to all the time take heed to them, serving to them in good and hard occasions. And if we predict they want additional assist with tutorial stress, it is okay to ask consultants. After all, grades are only one technique to see how a child is doing, kyunki marks hain, benchmark nahi.”
The ‘MTV Question Marks’ campaign goals to create a seismic shift in perceptions of success, and the consequent tutorial stress. By making a nationwide motion that empowers the youth and fogeys to worth particular person development and private exploration, MTV stands at the forefront of championing a brighter, extra balanced future for the youth of India.
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