Mumbai, October 05, 2023: MTV, one of India's prominent entertainment brands under Viacom18, has introduced a new youth campaign, 'MTV Question Marks,' aimed at reshaping the definition of success in the youth culture. As part of this initiative, MTV organized a 'mindset reorientation workshop for parents' to alleviate academic pressure on today's youth.The workshop featured Cause Ambassador and well-known writer, producer, and mental health activist, Shaheen Bhatt, alongside mental health experts Aanchal Narang, Founder of Another Light Counselling; Psychologist Anureet Sethi, Co-founder, Chairperson, Trijog - Know Your Mind and General Manager, IEC, Podar Education Network; Arushi Sethi Shah, CEO, Co-Founder, Trijog - Know Your Mind; and Ankur Goel Founding Member & COO at Drums Food, also shared the stage.
MTV's latest campaign challenges the conventional role of academic grades as the sole measure of success. The campaign's message, 'Marks Hai Benchmark Nahi' (Marks are not the benchmark), is based on consumer insights. A comprehensive youth study by MTV, focused on 15-25-year-olds, revealed that 60% of them are closer to their parents than their friends. Despite this closeness, more than half avoid discussing important matters with their parents, assuming they won't understand their perspective. Built on this insight and the pressure to excel academically, MTV Question Marks aims to foster a sustainable dialogue between youth and their parents, whom they consider their primary source for challenging conversations.MTV has collaborated with qualified experts to create a resource bank and established channels for guidance and communication on their dedicated campaign microsite, www.mtvquestionmarks.com. MTV has also launched a compelling brand film that reinforces the campaign's central message, urging parents to support their child's unique path to success instead of relying solely on grades as a metric for a successful life.
Wellness Partner Trijog, an expert in mental health support, will offer approximately 100 free counseling sessions to campaign participants and provide a handbook with essential information on coping with exam stress, ensuring the campaign's impact extends beyond its initial duration. Additionally, the campaign will promote the Government of India's Department of Public Health and Welfare's initiative, the National Tele Mental Health Programme of India - Tele MANAS, a toll-free mental health care helpline number that offers free accessibility to mental health services for all. The Yashlok Foundation, a well-known nonprofit organization, has supported the campaign as the Awareness Partner.
Speaking on announcing its latest campaign, Anshul Ailawadi, Head – Youth, Music, and English Entertainment, Viacom18, said, “MTV has never shied away from shining the light on themes that matter to young Indians. Our latest campaign, MTV Question Marks, is a clarion call for change. With this initiative, we hope to bring a mindset-shift amongst parents, to move beyond traditional academic benchmarks, and believe in the capability of young minds to define success on their own terms.”
To expand the campaign's reach, MTV has forged strategic partnerships. Snack Partner Epigamia, through its co-branded, limited edition yogurt edition with the tagline ‘NayeZamane ka DahiShakkar’ packaging will add a creative dimension, enhancing the campaign’s visibility and appeal to a wider audience. Rahul Jain, Co-founder & CEO, Drums Food International said, "We are proud to partner with MTV on this campaign, a noble initiative aimed at reshaping the way parents perceive success for their children. Our limited edition yogurt 'Nayezamaane ka dahishakkar' symbolizes the support we offer to parents and students during the stressful exam season. We believe in nourishing not only bodies but also minds. It's more than just yogurt; it's a taste of confidence and well-being in every cup.”
On the association, Aanchal Narang, Founder of Another Light Counselling, Psychologist said, “Exams are often equated with a child's capability to succeed, which is unfair threshold. With this campaign, we hope to create a space where parents can learn and understand their children in a way most have not before. We aim to help parents navigate through their children's academic life while being empathetic and compassionate.”
“We champion celebrating efforts, debunking the misconception that top academic performance defines worth. Our campaign emphasizes nurturing environments, acceptance, and mental health support, bridging the gap with Trijog.” Added, ArushiSethi, CEO, Co-Founder, Trijog - Know Your Mind
AnureetSethi, Co-founder, Chairperson, Trijog - Know Your Mind, General Manager (IEC) Podar Education Network mentioned, “We challenge the belief that academic success guarantees happiness. By prioritizing emotional resilience, empathy, and compassion, we pave the way for societal stability. Join our campaign to shift focus from IQ to EQ, creating a stronger, empathetic society.”
Special Guest Dr. Ravinder Singal, (ADGP) Additional Director General of Police of Maharashtra Highway Traffic Police shed light on the importance of youth mental health in the context of academic stress, saying, “The growing stress on kids today makes me want to share this important message with all parents. I really think that true success comes more from being brave and trying new things than just from grades. While grades show what a student remembers, they don't show who they really are inside. Just getting good grades doesn't mean you'll be successful. There are many opportunities waiting for our kids. We should all work together to make sure our kids feel good mentally and emotionally, helping them find these opportunities. Let's be a strong support for our kids, helping and understanding them instead of pushing them too hard. We should always listen to them, helping them in good and tough times. And if we think they need extra help with academic stress, it's okay to ask experts. After all, grades are just one way to see how a kid is doing, kyunki marks hain, benchmark nahi.”
The 'MTV Question Marks' campaign is set to revolutionize perceptions of success and reduce academic pressure. With a nationwide movement that empowers youth and parents to prioritize personal growth and exploration, MTV aims at a more balanced future for India's youth.
