Viacom18 & MTV launch MTV Nishedh launch drama series starring Sania Mirza

25 Nov,2020

By A Correspondent

 

After the success of Phase 1 of the MTV Nishedh campaign, Viacom18 and MTV Staying Alive Foundation, supported by an educational grant from Johnson & Johnson Services, Inc., are set to bring back a digital-only miniseries MTV Nishedh Alone Together.

 

The 5-episode mini-series will stream on YouTube, Instagram and Facebook handles of MTV India and MTV Nishedh, starting every Friday, from November 27, 2020 onwards.

 

Speaking about the campaign, a Viacom18 spokesperson said: “We believe that meaningful content, when delivered in an entertaining format to mass audiences, can go a long way in driving instrumental impact. Amidst the Covid-19 pandemic, health and wellbeing has taken forefront in our lives; however, we still choose to shy away from conversing about TB – the world’s leading infectious killer. A global modelling study has suggested that, with every month of the lockdown, TB is expected to claim an additional ~70,000 deaths in India during 2020-2025.  Thus, the timing couldn’t be more appropriate to engage our audience through entertainment on social media to create awareness of TB in the times of Covid.”

 

Added Georgia Arnold, Executive Director of the MTV Staying Alive Foundation: “MTV Nishedh saw positive results in sparking conversations around taboo topics including tuberculosis and the stigma around it. Through MTV Nishedh Alone Together, the aim is to continue this conversation and more importantly help those who may be suffering from symptoms of TB to ensure that they know where to go to get tested, and to continue accessing their meds during the pandemic.  We want people to know that there is always help available for them and they should never give up on themselves, no matter how dark the times may seem.”

 

 

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