MUMBAI: Music and Youth channel Mastiii has launched an awareness initiative by the name of Karo Theek #BanoDheet as part of its resolve to bring about a positive change in society this New Year.

The campaign was flagged off on 26 December 2016 and focuses on making the youth ‘Dheet’ to not just bring about a change in themselves, but also in around everyone around them, thus targeting the entire nation.

The campaign was conceptualized and produced internally by the young team of SAB group. It will be spread through four TVCs telecasted on all the channels of the network, including Mastiii, Dabangg, Dhamaal Gujarat, Maiboli & Dillagi. The campaign is expected to have a reach of about 173 million viewers in India.

As #BanoDheet wants to build awareness and instill the thought of being stubborn to achieve a larger goal of pushing the youth to make a better India, it has taken into consideration four key pressing issues out of a bouquet of concerns in the country: Eve Teasing, Corruption, Littering and Drinking & Driving.

Each concern is portrayed through impactful and thought provoking TVCs which instill the thought that one should not be passive anymore but should be stubborn and bold to do or make others do the right thing when the time calls for it.

The campaign tries to evoke the passion within the youth of India to do what is right and also take ownership in the light of building a young and powerful nation. To amplify this objective and thoughts of the campaign, support was garnered from various media partners -- RED FM 93.5 as Radio Partner, DNA & Dainik Savera as Print Partners, Minimax Ads Pvt. Ltd. and Coral Media as Outdoor Partner, Vyoma Technologies Pvt. Ltd. as Digital Screen Partner and Spykar as Apparel Partner.

SAB group CEO Manav Dhanda said: “Through #BanoDheet initiative we stand to rekindle the inner spirit of the youth to build a better nation and a new India in 2017 by becoming Dheet/Stubborn to do the right thing always. The TVCs produced by Katalyst Creates a division of SAB group; attempt to bring about a 'behavioural and attitudinal change' in society as an extension to our PM’s vision of a conscientious nation. We highly appreciate the media partners who have associated with us in our efforts to achieve our objective with our campaign.”