Youth entertainment brand MTV has launched a culture-defining campaign ‘MTV Question Marks’.
The campaign questions the role of academic marks as the sole measure of success. Its messaging ‘Marks Hai Benchmark Nahi’ is rooted in the insight that 60 pc of those in the 15 to 25-year age group are closer to their parents than their friends. Interestingly, despite this affinity, more than half of them avoid debating their parents assuming they will not see their point of view. Based on this insight and the pressure to score high marks, MTV Question Marks aims to open a sustainable dialogue between youth and their parents.
MTV has also collaborated with experts to create a resource bank and provide channels of counsel and communication on a campaign microsite www.mtvquestionmarks.com.
The brand film questions the overdependence on marks as a metric for a successful life, in typical MTV style.
https://www.instagram.com/reel/Cx-Gh67Mloo/?igshid=MzRlODBiNWFlZA
As a part of the initiative, MTV organised a mindset reorientation workshop for parents to reduce academic pressure on today’s youth.
The workshop featured experts including mental health activists, psychologists and educationalists.
Anshul Ailawadi, Head – Youth, Music, and English Entertainment, Viacom18, said, “MTV has never shied away from shining the light on themes that matter to young Indians. Our latest campaign, MTV Question Marks, is a clarion call for change. With this initiative, we hope to bring a mindset-shift amongst parents, to move beyond traditional academic benchmarks, and believe in the capability of young minds to define success on their own terms.”
MTV has forged a strategic partnership for the campaign with Epigamia from Drums Food.
Rahul Jain, Co-founder and CEO, Drums Food International, said, “We are proud to partner with MTV on this campaign, a noble initiative aimed at reshaping the way parents perceive success for their children. Our limited edition yogurt ‘Naye zamaane ka dahi shakkar’ symbolises the support we offer to parents and students during the stressful exam season. We believe in nourishing not only bodies but also minds. It’s more than just yogurt; it’s a taste of confidence and well-being in every cup.”
Aanchal Narang, Founder of Another Light Counselling and Psychologist, said, “Exams are often equated with a child’s capability to succeed, which is unfair threshold. With this campaign, we hope to create a space where parents can learn and understand their children in a way most have not before. We aim to help parents navigate through their children’s academic life while being empathetic and compassionate.”
“We champion celebrating efforts, debunking the misconception that top academic performance defines worth. Our campaign emphasises nurturing environments, acceptance, and mental health support, bridging the gap with Trijog,” added Arushi Sethi, CEO, Co-Founder, Trijog – Know Your Mind.
Anureet Sethi, Co-founder, Chairperson, Trijog – Know Your Mind, General Manager (IEC) Podar Education Network, said, “We challenge the belief that academic success guarantees happiness. By prioritising emotional resilience, empathy, and compassion, we pave the way for societal stability. Join our campaign to shift focus from IQ to EQ, creating a stronger, empathetic society.”
Trijog will provide about 100 free counselling sessions to campaign participants and a handbook with critical information on dealing with exam stress.
Dr Ravinder Singal, (ADGP) Additional Director General of Police of Maharashtra Highway Traffic Police, was a special guest at the workshop.
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