Viacom18 to roll out ‘MTV Nishedh’

17 Jan,2020

By A Correspondent

 

The MTV Staying Alive Foundation has partnered with Viacom18 to launch a new campaign titled ‘MTV Nishedh’ that will focus on fostering healthier attitudes and behaviours and removing the stigma surrounding several health-related issues, including sexual reproductive health and wellbeing, contraceptive care, tuberculosis (TB) and nutrition. Other funded partners include: Through the Children’s Investment Fund Foundation (CIFF), the David and Lucile Packard Foundation and The Centre for Social and Behaviour Change, Ashoka University, the Bill & Melinda Gates Foundation (BMGF) and Johnson & Johnson.

 

MTV Nishedh, produced by Mumbai-based production company Victor Tango, will premiere on MTV India starting January 25 every Saturday and Sunday at 8pm and on Colors Rishtey starting February 1, every Saturday and Sunday at 10:30pm. MTV Nishedh will also be available on Voot.

 

Sudhanshu Vats, Group CEO and MD, Viacom18: “I’ve always believed that doing good is good for business. We have, since inception, created content on social causes and built a successful broadcast business around it – from Balika Vadhu to Shakti to Laado – we have covered a gamut of socially sensitive issues through our TV content. Furthermore, through our youth brand MTV, we continue to create multimedia campaigns, over and above our TV shows, that highlight various social themes. We have explored issues as diverse as women’s empowerment to sanitation through our films like Queen and Toilet: Ek Prem Katha. This business philosophy of doing good was underscored last year when BMGF worked with us to bring forth a behaviour change content series called Navrangi Re! on the issue of Fecal Sludge Management. The sheer number of social organisations and like-minded corporate who are partnering us to launch MTV Nishedh bears testimony to its scale.”

 

Added Georgia Arnold, Executive Director of The MTV Staying Alive Foundation and Executive Producer of MTV Nishedh: “MTV Nishedh marks an exciting point in The MTV Staying Alive Foundation’s journey. Bringing the highly successful MTV Shuga model to India facilitates young Indians to take up more space on issues affecting their everyday lives. The power of MTV Nishedh is in its reflection of real life – we engage young people in all stages of its development to ensure the stories are relatable, entertaining, and highly engaging. Crucially, all of our content drives the audience to health services where they can receive valuable help. We believe MTV Nishedh has the potential to be a genuinely relevant cultural asset, as well as a successful public health campaign.”

 

Said Sonia Huria, Head – Corporate Marketing, Communications & Sustainability, Viacom18: “Well, more than a conscious strategy, I think it is an ingrained thought process at Viacom18. Allow me to explain in some more detail. Our mission is to connect every story to its audience and every audience to its story. And over the last 12 years, we have created stories that resonate with our audience across platforms. Interestingly, some of our biggest successes have been stories that speak of societal issues or regressive societal norms – be it Balika Vadhu, Its Not That Simple, Angels of Rock, Toilet: Ek Prem Katha…the list goes on. Projects like Navrangi Re! and MTV Nishedh are natural extensions of this philosophy of using content to amplify social change. What encourages me is how more partners are recognising the relevance of this approach and reaching out to us to use entertainment to bring forth such stories of social impact.”

 

 

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