MTV, India’s leading youth entertainment brand, in partnership with Viacom18, one of the country’s largest media conglomerates, has unveiled a groundbreaking youth campaign titled ‘MTV Question Marks.’ As part of this pro-socio initiative, MTV organized a “mindset reorientation workshop for parents” aimed at reducing the academic pressure on today’s youth.

The workshop featured the presence of Cause Ambassador and renowned writer, producer, and mental health activist, Shaheen Bhatt, along with mental health experts Aanchal Narang (Founder of Another Light Counselling), Psychologist Anureet Sethi (Co-founder, Chairperson, Trijog – Know Your Mind), and General Manager (IEC) of Podar Education Network. Arushi Sethi Shah, CEO and Co-Founder of Trijog – Know Your Mind, and Ankur Goel, Founding Member & COO at Drums Food, were also part of the event.

MTV‘s latest campaign takes a bold stance in redefining the notion of success, shifting away from an overemphasis on academic marks as the sole measure of achievement. The campaign’s message, “Marks Hai Benchmark Nahi” (Marks are not benchmarks), is rooted in consumer insights. A comprehensive youth study conducted by MTV, focused on individuals aged 15 to 25, revealed that 60% of young people in this age group are closer to their parents than their friends. Interestingly, despite this closeness, over half of them avoid engaging in discussions with their parents, assuming that their views won’t be understood. Based on this insight and the immense pressure to attain high marks, MTV Question Marks aims to foster a sustainable dialogue between youth and their parents, who are seen as the primary support system for these crucial conversations.

To support the campaign, MTV has partnered with experts in the field, creating a resource hub and providing channels for counseling and communication on their dedicated campaign microsite, www.mtvquestionmarks.com. Additionally, MTV has released a powerful and innovative brand film that reinforces the core message of the campaign, challenging the reliance on marks as the ultimate measure of success. The film encourages parents to actively participate in reshaping their child’s unique path to success.

Anshul Ailawadi, Head of Youth, Music, and English Entertainment at Viacom18, expressed, “MTV has always been dedicated to shedding light on issues that matter to young Indians. With our latest initiative, MTV Question Marks, we aim to bring about a shift in parents’ mindsets, moving beyond conventional academic benchmarks and embracing the ability of young minds to define success on their terms.”

To extend the campaign’s reach, MTV has formed strategic partnerships with key entities, including Epigamia (Snack Partner), Trijog – Know Your Mind (Wellness Partner), Another Light Counselling (Youth Mental Health Partner), and Mithibai Colosseum (Venue Partner). These collaborations aim to enhance the campaign’s visibility and appeal to a wider audience while providing essential support to both parents and students during the stressful exam season.

Aanchal Narang, Founder of Another Light Counselling, Psychologist, shared, “Exams are often unfairly equated with a child’s capability to succeed. With this campaign, we hope to create a space where parents can better understand and support their children in navigating their academic lives while fostering empathy and compassion.”

Arushi Sethi, CEO and Co-Founder of Trijog – Know Your Mind, added, “We champion celebrating efforts and debunking the misconception that top academic performance defines worth. Our campaign emphasizes nurturing environments, acceptance, and mental health support.”

Trijog, as the Wellness Partner, will provide about 100 free counseling sessions to campaign participants and distribute a handbook with critical information on dealing with exam stress. The campaign also supports the Government of India’s Department of Public Health and Welfare’s initiative, the National Tele Mental Health Programme of India – Tele MANAS, which offers a comprehensive mental health care toll-free helpline to every individual. The Yashlok Foundation, a renowned nonprofit organization, has supported the campaign as an Awareness Partner.

Dr. Ravinder Singal, Additional Director General of Police of Maharashtra Highway Traffic Police, highlighted the importance of youth mental health in the context of academic stress, emphasizing that true success goes beyond grades and that support and understanding from parents play a crucial role in a child’s well-being.

The ‘MTV Question Marks’ campaign aims to initiate a significant shift in perceptions of success and the accompanying academic pressure. By fostering a nationwide movement that empowers both youth and parents to value individual growth and personal exploration, MTV is at the forefront of championing a brighter, more balanced future for the youth of India.