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Tag: MTV Staying Alive Foundation

  • For Season 2 of MTV Nishedh series

    Viacom18 and MTV Staying Alive Foundation roll out campaign

    By Our Staff

     

    Viacom18 and MTV Staying Alive Foundation are back with Season 2 of television series MTV Nishedh.

     

    Speaking about the campaign, Anshul Ailawadi, Head – Youth & English Entertainment, Viacom18, said: “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.”

     

    Added Georgia Arnold, Executive Director of MTV Staying Alive Foundation: “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.”

     

    Commenting on the partnership, Sarthak Ranade, Managing Director of Janssen India & South Asia, part of the Pharmaceutical Companies of Johnson & Johnson said: “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.”

     

  • It will address the challenges of tuberculosis and Covid-19

    Viacom18 & MTV launch MTV Nishedh launch drama series starring Sania Mirza

    By A Correspondent

     

    After the success of Phase 1 of the MTV Nishedh campaign, Viacom18 and MTV Staying Alive Foundation, supported by an educational grant from Johnson & Johnson Services, Inc., are set to bring back a digital-only miniseries MTV Nishedh Alone Together.

     

    The 5-episode mini-series will stream on YouTube, Instagram and Facebook handles of MTV India and MTV Nishedh, starting every Friday, from November 27, 2020 onwards.

     

    Speaking about the campaign, a Viacom18 spokesperson said: “We believe that meaningful content, when delivered in an entertaining format to mass audiences, can go a long way in driving instrumental impact. Amidst the Covid-19 pandemic, health and wellbeing has taken forefront in our lives; however, we still choose to shy away from conversing about TB – the world’s leading infectious killer. A global modelling study has suggested that, with every month of the lockdown, TB is expected to claim an additional ~70,000 deaths in India during 2020-2025.  Thus, the timing couldn’t be more appropriate to engage our audience through entertainment on social media to create awareness of TB in the times of Covid.”

     

    Added Georgia Arnold, Executive Director of the MTV Staying Alive Foundation: “MTV Nishedh saw positive results in sparking conversations around taboo topics including tuberculosis and the stigma around it. Through MTV Nishedh Alone Together, the aim is to continue this conversation and more importantly help those who may be suffering from symptoms of TB to ensure that they know where to go to get tested, and to continue accessing their meds during the pandemic.  We want people to know that there is always help available for them and they should never give up on themselves, no matter how dark the times may seem.”