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Looking inside MTV Nishedh, an initiative to break social stigma
MUMBAI: MTV is attempting to take the bull by its horns. With its new launch it aims to break the stigma around several health-related issues, make the youth aware about healthier social norms, talk about tabooed topics. The MTV Staying Alive Foundation has partnered with Viacom18 to bring a new campaign, “MTV Nishedh” to India. The campaign which has been adapted from The MTV Staying Alive Foundation’s multi-award-winning campaign ‘MTV Shuga', features a 13-episode fictional series.
MTV Nishedh, produced by Mumbai-based production company Victor Tango, will premiere on MTV India starting 25 January every Saturday and Sunday at 8:00 PM and on COLORS Rishtey starting 1 February, every Saturday and Sunday at 10:30 pm. While youth audience will be targeted through MTV, Colors Rishtey will bring the message to a wider audience. MTV Nishedh will also be available anytime on VOOT.
“The marketing budget will be skewed a little bit like this, but it will be based on what is required of the program. We will try and target the people whom we want to reach out to and therefore, we will use digital extensively,” Viacom 18 group CEO and MD Sudhanshu Vats said in a media roundtable while he was asked if marketing will be more digital-oriented.
“We have to see as we go forward, so I think it's important. So basically, depending on how the first one performs, depending on how savvy we are with everything, depending on how committed all our partners are. I'm very hopeful they will be but I think it's incorrect for me to say as of now," Vats commented on the possibility of a second season.
The MTV Staying Alive Foundation executive director and MTV Nishedh executive producer Georgia Arnold also explained how the research went on behind this project. Before starting off anything, they had a talk with the partners about the issues that partners are most concerned about. They also conducted a lot of formative researchs, and particularly in some of the key markets where they are trying to see a change. During focus group discussions with the youth, they spoke about not only the issues but also about lifestyle. According to Arnold, all of these helped them to build a three dimensional picture of the audience that they are trying to reach.
Moreover, the key story outline was also shared with young people unlike traditional research. The focus group’s inputs were also incorporated in the script. After the filming was done, the entire series was shown to them. In a unique way, the conversations that came up from watching the series was turned into a teaching guide.
However, the social message will be delivered in an entertaining way to keep youth hooked to the show.
Viacom18 also promotes social messages through Colors shows as well. “For primetime Colors, our challenge as of now is the ability to mount a more finite series in because I think India is still not ready for that. Because what happens is our series start building up in six to eight weeks, which is 30 to 40 episodes, whereas some of these shows are only those many in total. So, that is the challenge we have because most of our finite series are 100 or 150 episodes,” Vats answered while he was asked if the approaches are different for MTV initiatives.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
