Mumbai: Viacom18 and the MTV Staying Alive Foundation are all set to bring back the behaviour change content campaign MTV Nishedh Season 2 following the ground-breaking success of season 1, which reached over 11 million people and beyond across India, and the unique digital-only spin-off — MTV Nishedh Alone Together in 2020. The show debuts on 19 November and can be seen whenever on Voot and every Saturday through Sunday at 8 p.m. on MTV.
The multifaceted, media-led intervention focuses on relationships, sexual and reproductive health, the use of contraception, approaching abortion as a safe option when faced with an unplanned pregnancy, with support from The David and Lucile Packard Foundation, and tuberculosis awareness to encourage early testing, with support from Johnson & Johnson. It consists of a 10-episode TV series that blends challenging storylines with diverse messaging on these topics.
Speaking about the campaign, Viacom18 Youth & English Entertainment head Anshul Ailawadi said, "We believe that doing good is good for business, and that ethos drives our content choices too. The maiden season of MTV Nishedh performed well with a consolidated viewership of over 11 million and a growing digital following. We are excited to push the boundaries when it comes to content narratives and to shine the spotlight on topics that might be considered taboo.
MTV Staying Alive Foundation executive director Georgia Arnold said, "I’m excited that we’ll be able to reach even more young people, empowering them to make informed choices about the social and health issues they encounter. With partners like Viacom18, it gives the campaign monumental leverage in terms of reach and engagement."
"It's important to speak up and break taboos. The youth of today have the spirit and fire to question societal conditioning; they just need a little support and awareness," said actor Arjun Kapoor. "MTV Nishh arms them with exactly that, disguised in relatable content, and the show will open up the minds of young India and ensure that they aren't afraid of #KhulKeBol!"
Commenting on the partnership, Janssen India managing director Sarthak Ranade said, "Johnson & Johnson continues its fight against TB in India, building on our longstanding work in collaboration with the government, NGOs, and other partners. We believe that there is tremendous power in multi-sectoral partnerships to help turn the tide against this devastating disease. Through our partnership with the MTV Staying Alive Foundation on season 2 of MTV Nishedh, we aim to empower the youth of today to make a real change and champion the cause of a TB-free India."
The show, which is mostly aimed at young people and is set in the made-up, conservative town of Premnagar, follows a rebellious filmmaker, a married couple who discover they are expecting a child, and an influencer who is on the run as they work their way through a complex set of choices in life. The programme encourages young people to speak openly about taboo topics and seeks to positively alter views.
On the social media pages of MTV Nishedh, MTV India, and MTV Fully Faltoo, the campaign will also feature digital and social media material.
