After the ground-breaking performance of the first season of the MTV Nishedh campaign that reached over 11 Mn + people across India, and the unique digital-only spin-off – MTV Nishedh Alone Together in 2020, Viacom18 and the MTV Staying Alive Foundation, are all set to bring back the behavior change content campaign ‘MTV Nishedh’ S2.

The comprehensive mass-media-led intervention with multiple touch points comprises a 10-episode TV series that fuses hard-hitting storylines with diverse messaging on relationships, sexual reproductive health, contraception usage, approaching abortion as a safe choice when faced with an unplanned pregnancy supported by The David and Lucile Packard Foundation and tuberculosis awareness to promote early testing supported by Johnson & Johnson.

The series premieres on November 19, every Sat-Sun at 8 PM on MTV, and anytime on VOOT.

The campaign will also include digital and social media content on MTV Nishedh, MTV India, and MTV Fully Faltoo social media pages.

Speaking about the campaign, Anshul Ailawadi, head – of Youth & English Entertainment, Viacom18, says, “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 Mn 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.”

Georgia Arnold, executive director of MTV Staying Alive Foundation says, “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.”

On board as the cause ambassador, Arjun Kapoor says, “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. MTV Nishedh arms them with exactly that, guided in relatable content the show will open up the minds of young India and ensure that they aren’t afraid to #KhulKeBol!”

Commenting on the partnership, Sarthak Ranade, managing director of Janssen India & South Asia, part of the Pharmaceutical Companies of Johnson & Johnson says “Johnson & Johnson continues its fight against TB in India, building on our longstanding work in collaboration with the Government of India, NGOs, and other partners. We believe that there is tremendous power in multi-sectorial 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.“