The platforms believe that this will help break societal norms and address the most taboo subjects for youth.
The campaign has 13-episode fictional series which sheds light on the trials and tribulations faced by the younger generation in India. They have used the themes like ambition, love, family, and health to deliver a powerful story. The series also aims to inform and educate its audience, and to talking and seeking out more information about important and often neglected and overlooked issues.
MTV Nishedh is produced by Mumbai-based production company Victor Tango and will premiere on MTV India starting 25 January 2020 every Saturday and Sunday At 8 pm and on COLORS Rishtey starting 1 February, every Saturday and Sunday at 10.30 pm. MTV Nishedh will also be available anytime on VOOT.
The sponsors include Children’s Investment Fund Foundation (CIFF), the David and Lucile Packard Foundation and The Centre for Social and Behaviour Change, Ashoka University along with The Bill & Melinda Gates Foundation.