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Tag: Sudhanshu Vats

  • Sudhanshu Vats to helm Asci in landmark 40th year

    Sudhanshu Vats to helm Asci in landmark 40th year

    MUMBAI: Pidilite Industries managing director Sudhanshu Vats has been elected chairman of the Advertising Standards Council of India (Asci) at its 39th annual general meeting, taking charge as the country’s advertising regulator-by-consensus enters its fourth decade.

    MullenLowe Global chief strategy officer S Subramanyeswar  moves in as vice-chairman, while industry veteran Paritosh Joshi of Provocateur Advisory becomes honorary treasurer.

    Founded in 1985 as a voluntary self-regulatory body, Asci is recognised by the Cable TV Act, Doordarshan, All India Radio and several key regulators. Its consumer complaints committee enjoys extraordinary acceptance for a voluntary code: in FY 2024-25, compliance hit 98 per cent for print advertising, 97 per cent for television and 81 per cent for digital. The supreme court has repeatedly cited Asci’s role in consumer protection.

    Vats said the council’s job has “never been more important” as advertising mutates with technology and new formats. “Our responsibility is to ensure advertising is executed with integrity—centred on the product promise, respectful of the community and mindful of consumers,” he told members. “Self-regulation provides guidance to the industry and assurance to the public. The simple principle is to keep the consumer’s interest front and centre.”

    Outgoing chairman Partha Sinha called his tenure “a comma in a sentence that keeps unfolding”. Over the past years, he said, Asci has “moved from being a watchdog to an enabler of responsible communication—partnering, not just policing,” and stepped “firmly into the digital arena, because responsibility cannot lag behind technology.”

    To mark its fortieth year, the council unveiled an ambitious agenda:

    * AdWise literacy drive – training more than a million schoolchildren to identify, question and evaluate advertising messages, reducing their vulnerability to misleading or harmful pitches.
    * Gen-Alpha research – an ethnographic study of children born into the touchscreen age to craft a framework for responsible advertising to the next generation.
    * New city offices – expansion of Asci’s physical footprint to Bengaluru and Delhi to deepen engagement across India.
    * Legal knowledge hub – a comprehensive online resource on advertising codes and laws, developed with leading law firm Khaitan & Co.
    * Podcast partnerships – a new series with The Logical Indian and Marketing Minds to spread awareness of responsible advertising.
    * Visual commitment badge – a mark members can display in their communications and on websites to signal adherence to the Asci code.

    Asci’s influence has widened well beyond complaint adjudication. The Asci Academy now drives education and thought leadership through masterclasses for marketers, faculty development programmes in media and advertising colleges, and a pre-production advisory service that helps advertisers check compliance before campaigns go live—avoiding costly post-release fixes.

    In recent years the council has published widely cited white papers on dark patterns, artificial intelligence in advertising, the depiction of masculinity and the trust deficit around digital influencers. It has issued pioneering guidelines on influencer conduct, cryptocurrency, green claims and gender stereotyping, earning two global awards for leadership in self-regulation.

    Looking ahead, Vats said Asci will “strengthen global partnerships and knowledge exchange with peer bodies worldwide, and invest in research, innovation and frameworks that respond to the realities of digital-first advertising.”

    For a voluntary body that began as a modest industry code, the next chapter promises to be anything but quiet.

  • Pidilite shuffles top deck, appointing Vats as MD and Singh as joint MD

    Pidilite shuffles top deck, appointing Vats as MD and Singh as joint MD

    MUMBAI: Pidilite Industries has announced a shake-up in its top brass, appointing Sudhanshu Vats as managing director and Kavinder Singh as joint managing director, effective from  10 April 2025. This move comes as Bharat Puri, who’s steered the company for a decade, steps down from his managing director role.

    The board expressed “deep appreciation and gratitude” for Puri’s “valuable contributions..”  Puri, who’s been at the helm since 10 April 2015, will transition to a non-executive and non-independent director role for a three-year term.
    Durai Babu Sreenivasan
    M.B. Parekh, executive chairman of Pidilite, waxed eloquent about Puri’s tenure, stating, “Pidilite has made substantial progress and created significant shareholder value during his term.” He also welcomed Vats and Singh, saying their appointments “will reflect the next phase of the Pidilite leadership journey.” 

    Meanwhile, in a separate announcement, the company also appointed Durai Babu Sreenivasan as chief business officer (industrial products –  IP), effective from 1 April  2025. Sreenivasan, a seasoned sales and marketing veteran with over 31 years of experience in the adhesives sector, joins Pidilite’s senior management team. He’s had stints at Henkel Adhesives Technologies, Raghavendra Chemicals, and Delta Forge., and holds an MBA in Marketing from Annamalai University.

  • ASCI Board appoints Partha Sinha as new chairman

    ASCI Board appoints Partha Sinha as new chairman

    Mumbai: Post the board meeting held today following the 38th Annual General Meeting, the Advertising Standards Council of India (ASCI) appointed Bennett Coleman & Company Ltd chief brand officer & president, Partha Sinha as the chairman of the ASCI Board of Governors for 2024-25. Pidilite Industries Ltd managing director Sudhanshu Vats, was appointed vice-chairman, and Lintas India Private Ltd Group CEO & chief strategy officer-APAC, S. Subramanyeswar was appointed hon. Treasurer.

    Sinha comes with a rich and vast experience with top organisations such as Bennet Coleman, Ogilvy, Publicis, BBH, McCann, and Citibank, along with his stronghold of brand marketing, media, and communications.

    Sinha expressed a compelling vision for ASCI. “Being the chairperson of ASCI is both an honour and a profound responsibility, especially as our industry is under greater scrutiny by our stakeholders. With rapid changes in the digital environment and the emergence of new challenges. ASCI is committed to not just keeping up but to staying ahead. Deploying technology and AI to monitor errant advertising as well as putting our might behind preventive measures will be our focus in the days to come. This will ensure that creativity and responsibility coexist, creating an ecosystem that values consumers and encourages innovation.”

    Reflecting on his term, outgoing chairman Saugata Gupta said, “Leading ASCI through a period that witnessed significant development and change has been a privilege. This year has been marked by historic milestones, including the formation of the ASCI Academy, which has become a cornerstone in promoting responsible and progressive advertising. Our commitment to training and capacity building, creating new direction via our thought leadership work, reflects a culture of responsibility from the ground up.”

    ASCI has made great progress in terms of its achievements and strategic initiatives during the year, reinforcing its commitment to the proactive work since the start of ASCI Academy. The Academy’s expansion is an important aspect of ASCI’s initiatives, and it is quickly becoming an active proponent of industry training and education. Since its inception, the Academy has expanded to encompass over 75 alliances and, through its training and education, successfully impacted 33,300 new and emerging professionals, firmly anchoring ethical principles deeply within the advertising community.

    ASCI has also actively engaged in research and thought leadership through collaborative projects. Notable among these were partnerships with Khaitan & Co. on a white paper on the influence of generative AI on advertising, with the UN Women- led Unstereotype Alliance and lead research agency Kantar on D&I in India, as well as with Lexplosion for an in-depth understanding of privacy and data protection.”

    In the past year, ASCI actively co-hosted and participated in several stakeholder and government consultations to address and discuss issues like dark patterns, green claims, and surrogate advertising.

    ASCI updated and introduced new guidelines on an array of categories this year, including deceptive patterns, charitable cause marketing, and green claims ads, among others. These changes keep the ASCI Code current in the face of the changing industry dynamics and consumer expectations.

    ASCI’s rigorous complaint redressal and monitoring operations this year included processing over 10,000 complaints and reviewing over 8,200 advertisements, affirming its role as a vigilant guardian of the advertising industry.

    ASCI remains dedicated to advancing ethical, inclusive, and transparent advertising.

  • Pidilite onboards Sudhanshu Vats as deputy managing director

    Pidilite onboards Sudhanshu Vats as deputy managing director

    Mumbai: Pidilite Industries Ltd on Thursday announced the appointment of Sudhanshu Vats as deputy managing director, effective from 1 September.

    An alumnus of IIM-Ahmedabad and NIT Kurukshetra, Vats has a rich career of 30 years spanning diverse organisations like Unilever, Castrol, Viacom18, and more recently, EPL (formerly known as Essel Propack). Sudhanshu is a Member CII National Manufacturing Council. He had served as the chairman of National Media and Entertainment Committee of CII from April 2014 to March 2020 and director & vice president of Indian Broadcasting Foundation from September 2012 to April 2020.

    “Sudhanshu is a welcome addition to Pidilite’s leadership team. His talent and experience will be of great value to Pidilite,” said Pidilite’s executive chairman M.B.Parekh.

    “I am delighted to welcome Sudhanshu to Pidilite. His varied experience and passion and energy for building a sustainable growth business will be an important asset in building the Pidilite of the future,” said Pidilite MD Bharat Puri.

    “I am deeply honoured to partner with Madhukar Parekh and Bharat Puri in the next phase of Pidilite’s journey,” said Sudhanshu Vats on his new role. “I would like to thank the Board for giving me this opportunity. Pidilite is an outstanding organization and an exemplary corporate citizen helping people from all walks of life add magic to their world with its iconic brands and pioneering technology. I am excited about working closely with the talented Pidilite team to create sustainable long-term value for all our stakeholders.”

  • Leadership secrets & wisdom from Viacom18

    Leadership secrets & wisdom from Viacom18

    MUMBAI: A few months ago,  during the thick of the lockdown due to the pandemic, Viacom18 CEO Sudhanshu Vats announced that he was moving on from the organisation he led for around eight years. Earlier, in 2019, his deputy COO Raj Nayak too departed from a company he was associated with for seven years. Both  the leaders have left a long-lasting impact on Viacom18. And especially the senior team which is currently being led by the new CEO Rahul Joshi, who also heads the news operations under TV18.

    In a fireside chat with Indiantelevision.com founder, CEO & editor-in-chief Anil Wanvari last week, Viacom18 network head of ad sales Mahesh Shetty recalled the days when he had an opportunity to work with both  Raj Nayak and Sudhanshu Vats and his bond with his current CEO Rahul Joshi. And he shared the leadership and management styles of the two senior execs. 

    Watch the virtual fireside chat with Mahesh Shetty

    “I have huge respect for Raj Nayak. He is a maverick sales guy, and an amazing person. It was big shoes to fill in. I have done deals with him in the past when I worked at Radio Mirchi for Mirchi Music Award that used to come on Colors. He is someone who enjoys huge respect in media and entertainment industry,” Shetty shared during his conversation…

    Shetty was hired by Vats to look after ad sales and revenue for the whole network – both regional and Hindi channels. “Raj was COO and he looked after direct sales for Colors,” said Shetty. “He built and left behind a fabulous sales team. There is not much of a change that has happened in it. It is not like that the new leaders have come in and they have changed the entire team, most of the team leaders are the same.”

    He further highlighted that Raj had this attitude to think scale, to think big in sales efforts. “It is a great legacy that Nayak has left behind. The team is aware of the fact that they are selling big impact properties. So, I don’t have to go out and tell the teams how to sell.”

    Read more news on Raj Nayak

    Recently, long-timer Simran Hoon stepped down from her role as Viacom18 EVP and ad sales head after nearly 13 years with the organisation.

     “I don't have control over things which are above me,” said Shetty referring to Vats’ exit a few months ago. “But it’s to his credit that he handled my hiring the way he did. And how he kept the morale at the company high, during the tough times. The fact is that if you look at the past 18 months there are not too many exits. All the key people are there in the company.  it is a journey that all of us as a team have gone through. We all have tough times,” he shared.

    He has been focused on building and strengthening the sales team, getting their trust, and bringing in processes and data mining and management into the sales efforts. Said he: “I think I have a job and a challenge at hand. My boss (Rahul Joshi) is a person who helps me in this journey, Rahul is also great person, he has a different kind of experience than what Sudhanshu Vats had. The last six months with him have s been good.”

    He further added, “Both Sudhanshu Vats and Rahul Joshi are managers who let you build and drive your own strategies. Because then the onus is on you to deliver and it’s not like you can put your monkey on your boss’ back.”

  • Goodbyes are never easy! Sudhanshu Vats bids adieu to Viacom18

    Goodbyes are never easy! Sudhanshu Vats bids adieu to Viacom18

    MUMBAI: “Goodbyes are never easy, especially when you bid farewell to such an incredible family. But it's a goodbye for now. Until we meet again, sharing something that made me laugh and gave me a tiny moment of joy during these tough times.”

    That’s the touching farewell message Sudhanshu Vats posted in his Twitter as he said adieu to Viacom18, a subsidiary of Network18, after his eventful eight-year-long stint as group chief executive officer and managing director.

    He tweeted the goodbye message along with a farewell video, which seemed to have been made by Viacom18 team as an ode to his long association with the organisation. The short fun-to-watch video begins with this message: “In case you forgot the last townhall, here's SV with the highlights." The funky video has Vats making a presentation, and is interspersed with quirky moments and memes.    

    In a new tweet, he put out this message along with another farewell video:  “Thank you to the entire @viacom18 family. I will always hold you close to my heart.”

    His goodbye tweets are getting flooded with hearty wishes of all kinds from well-wishers and colleagues: from the plain all-the-best wishes to viacom18-will-never-be-the-same-again. And the best, as they say, is yet to come!

    Vats left Viacom18 on 14 April after expanding the media network’s reach into newer realms of consumer products and digital all the while strengthening its position in segments like regional, kids, Hindi and English entertainment. He also helmed the launch of its video streaming service Voot.

  • Sudhanshu Vats appointed as Essel Propack CEO & MD

    Sudhanshu Vats appointed as Essel Propack CEO & MD

    MUMBAI: The board of directors of Essel Propack Ltd has appointed ex-Viacom18 boss Sudhanshu Vats as chief executive officer & managing director of the company.  He has also been appointed as additional director of the company effective from 16 April 2020. 

    Vats is also designated as key managerial personnel pursuant to The Companies Act 2013.The company has updated the development in a stock exchange filing. On Tuesday, Viacom18 announced that Vats decided to move on after eight years at the helm. 

    Vats has more than 28 years of industry experience across the FMCG and media sectors. During his tenure at Viacom18, he scaled the business from a mere six to over 54 television channels across more than 80 countries, added three more lines of business and grew revenue by over 4x.

    By building a strong portfolio of direct to consumer digital offerings under the VOOT brand and strengthening data science and analytics capability, he has future-proofed the media company that has been admired for its culture, quality of talent and progressive people policies. Under his leadership, Viacom18 emerged as the fastest growing full-play media organisation in India.

    Prior to joining Viacom18, Vats spent more than 20 years at Unilever in various sales and marketing and general management roles. He left Unilever as the head of Unilever’s laundry business in South Asia and head of the Radiant brand globally. He made Radiant the fastest growing laundry brand in the world with over Euro 500 million turnover. During his long tenure at Unilever, he shaped many popular household brands, most notably Lipton, Vim, Wheel, Surf, Rin, Lifebuoy and Lux. 

    Vats is also the chairman of the National Media and Entertainment Committee of CII (Confederation of Indian Industry), vice president of IBF (Indian Broadcasting Foundation) and Director at BARC (Broadcast Audience Research Council). He is also on the advisory board of a number of NGOs. He holds an MBA from Indian Institute of Management (IIM), Ahmedabad. He received his Bachelor of Technology degree in Mechanical Engineering from National Institute of Technology, Kurukshetra. 

  • Sudhanshu Vats resigns as Viacom18 group MD & CEO

    Sudhanshu Vats resigns as Viacom18 group MD & CEO

    MUMBAI: In a surprising turn of events, Viacom18 announced that its group CEO and managing director Sudhanshu Vats has resigned from his post. He held the position for eight years.

    The press release issued by the company states that Vats is leaving behind a strong leadership team looking after the various verticals in the group and they will continue to manage those under the leadership of Network18 group managing director Rahul Joshi. Vats will be serving at Viacom18 till 15 April 2020.

    During his years at the company, Vats expanded the media network’s footprint into new business lines of Digital, Experiential Entertainment and Consumer Products. He also strengthened Viacom18’s position in Hindi mass entertainment, regional, kids, music & English entertainment and turned around the filmed entertainment business with content-led cinema. Viacom18 has grown from a six to a 54-channel network with its video-on-demand platform, Voot, helping it establish a strong digital presence.

    Network18, RIL’s flagship in Media and Entertainment, has driven value-addition and synergies across the multi-platform group comprising broadcast, digital, filmed and experiential entertainment and media businesses. As a part of the Network18 group, Viacom18 has grown as a prominent entertainment broadcaster (ex-sports), with an 11.1 per cent viewership share and is poised for accelerated growth in broadcasting, film studio and OTT offerings.

    Speaking on the development, Network18 board chairman Adil Zainulbhai, said, “Sudhanshu is a dynamic and admired leader in corporate India today. Not only has he led from the front in shaping up Viacom18’s growth story, he has also championed the cause of the sector at the various industry bodies that he has captained. While we are sad to lose him, it is equally reassuring to know that we have a strong second line that’s raring to go. I’d like to wish Sudhanshu all the very best for his future endeavours.”

    Speaking about his journey at Viacom18, Sudhanshu Vats said, “It has been an extremely challenging and satisfying 8 years at the helm of Viacom18. I have had the privilege of working with some of the best minds in M&E industry to chart the growth story of Viacom18. We have together built one of the most admired media company of brilliant storytellers with diversified presence across screens and platforms. As I look forward to taking up newer challenges, I shall always cherish the learnings in leading India’s youngest and fastest-growing media and entertainment company.”

  • Viacom18 expands SVoD service with Voot Select

    Viacom18 expands SVoD service with Voot Select

    MUMBAI: Viacom18 today announced the expansion of its digital portfolio by launching Voot Select – the company’s newest foray into the subscription VoD services. Now available across platforms, Voot Select will house some of the most edgy and disruptive stories crafted by new age and imaginative storytellers. In a first in the Indian industry, Voot Select will bring the best of content from Viacom18’s extensive portfolio of channels on the digital platform 24 hours before the episodes debut on TV.

    To bring alive its vision for how digital India views content, Voot Select will house 30+ path-breaking Originals, global content through partnerships with some of the biggest International studios, 1500+ cult blockbuster movies and stream over 35+ live TV channels. To experience Voot Select, download the Voot app.  One can select this new premium service on VOOT, available for Android, iOS and web users for Rs per month or Rs 999 for an annual subscription. A limited period introductory offer of Rs 499 for the annual subscription, was also announced. 

    Viacom18  Group CEO & MD Sudhanshu Vats said, “In a short span, VOOT has already emerged as one of India’s largest OTT platforms with 100 milliom MAUs and 100 billion watch minutes. It is India’s most engaged platform with an average TSV of 50 mins. With projections of aggressive growth in Fibre to Home, Viacom18 is ready to go Digital First. VOOT Select is our premium SVoD offering developed to cater to this growing connected TV audience.” He further added, “We’ve put together a very compelling proposition and even pushed the envelope with publishing content 24 hours before TV, clutter-breaking originals and international content. The launch of VOOT Select marks a key milestone in our journey to become a future-ready, pipe-agnostic storyteller.”

    Voot Select will house exclusive global content from some of the world’s biggest studios, through partnerships with CBS, CBS All Access, Showtime, Fremantle, Endemol Shine, Chelsea TV, Arsenal TV, Real Madrid TV, BBC and Sony Pictures, among others.

    Viacom18 Digital Ventures COO Gourav Rakshit said, “Voot is the outcome of Viacom18’s vison to create a future ready digital business catering to the evolving digital entertainment needs of every Indian. It is with this focus and a content first approach that we have built Voot Select as a premium platform providing an enhanced viewing experience for our users. Voot Select is “made for stories” that are differentiated and compelling and with them we are determined to be the most sought-after content destination for every Indian.”

    In addition to Voot Select Originals and Viacom18 network’s leading shows 24 hours before TV, Voot Select subscribers will also have access to a vast selection of international content including some of the biggest shows from all over the world, global premieres, LIVE events, exclusive daily talk shows, fashion, sports and lifestyle shows and 1500+ Bollywood & Regional language movies. 

    Speaking about the unique proposition of Voot Select,  Viacom18 Voot Select, youth, music and English entertainment head Ferzad Palia said, “Voot Select has been carefully crafted and designed for today’s ‘on-demand’ generation. We’re proud to give to India a destination that has the country’s largest showcase of stories ranging from Hindi & regional Originals, LIVE television channels from across the world, the widest variety of top-drawer international content to ‘24 hour-before-TV’ premieres of our TV network content. Ad free, multi-screen access and a solid recommendation engine will further add to a great entertainment experience for our subscribers.” 

    Highlighting the massive content suite of Voot Select:

    The best of network content 24 hours before TV

    Delivering on its digital first strategy, all the network fiction content on Voot Select will be aired 24 hours before airing on television. All the non-fiction content can be accessed on the platform, 15 – 30 minutes before its television airing.

    Voot Select Originals – Stories that must be shared

    Voot Select will captivate its audiences with a diverse array of 30+ Select Originals in multiple local languages. Compelling stories brought to life by some of the country’s best and most loved actors like Arshad Warsi, Rajeev Khandelwal, Barun Sobti, Ahana Kumra, Atul Kulkarni, Saqib Salem, Piyush Mishra, Shriya Pilgaonkar;  directors and storytellers like  Vikram Bhatt, Apoorva Lakhia, Oni Sen, amongst others,  will entertain, engage and capture the imagination of India. Some of the initial interesting VOOT Select Originals will include 

    Asur:  Asur is a unique crime thriller that pits 2 opposing worlds against each other. The less explored, intricate world of forensic science and the deep mysticism of Indian Mythology.  Asur will shine light on everyone’s dark side.

    Marzi: Two different stories, some blurred memories, altered culminations and contrasting perspectives of the same incident will take the viewers on a jarring ride of emotions in this intriguing drama Marzi. Would you believe the distressed woman on the quest to prove the truth or the victimized man? Who is lying in this game of lies?

    Raikar: In a country where our families are at the heart of our social fabric and the foundation of our lives, ‘The Raikar Case’ is an engaging new series, about family, love, deceit, and the secrets that wrench us apart. Because sometimes the most dangerous people come disguised as family!

    Illegal: Two high profile cases, a battery of high-power legal eagles & top law firm of the country. A first of its kind intense, racy legal drama that questions whether lawyers can resist the lure of greed, ambition and power; and fight to win defining judgements that hold the bar of justice high and restore faith in humanity.

    Crackdown: A high-octane action drama that keeps you at the edge of your seat with constant twists and turns leading to a larger threat to national security. What do you do when one among you is on the other side?

    Diverse Suite of International Content

    Voot Select to offer a wide array of global content experiences through  exclusive and marquee content partnerships with global content studios like CBS, CBS All Access, Showtime, Sony Pictures, Fremantle, BBC, Endemol Shine and more.

    Hard Hitting and critically acclaimed documentaries/docu series like Murder in the Bayou, 48 Hours, Crimes Of The Century, Whistleblower, Enemies: FBI vs The President; brand new exclusive global premieres like Why Women Kill, The Twilight Zone, Interrogation, BH 90210, Nancy Drew & critically acclaimed shows like Dexter, Californication, Elementary, Madam Secretary, Nurse Jackie will provide the regular dose of drama and entertainment.  VOOT select will also be the premier destination for reality with Masterchef USA, Master Chef Junior, Shark Tank, America’s Got Talent, X Factor, Project Runway, Fear Factor, My Kitchen Rules and more. Housing award winning series by Celebrity Chefs like Martha Stewart, Nigella Lawson and the late Anthony Bourdain, Voot Select will allow users access to some of the best gourmet content from all over the world. 

    In a coup of sorts, Voot Select will exclusively showcase almost all the biggest daily talk shows such as The Late Show with Stephen Colbert, The Daily Show With Trevor Noah, The Late Late Show with James Corden, Entertainment Tonight, Dr. Phil, Daily Mail TV, The Graham Norton Show and more.

    Through a partnership with major international channels such as Fashion One, Clubbing TV and Real Madrid TV, the platform will showcase 24 hour Live Streams with access to the biggest fashion events, music festivals and exclusive football content. Fans of Arsenal and Chelsea will also have dedicated, exclusive content through the week. Adding to the diversity the world’s largest 24/7 LGBTQ channel, Revry TV will make its debut in India on Voot Select. The gaming community will also have tons to look forward to, with tournaments from World Poker Tour now available on the service. 

  • Viacom18 launches behaviour change campaign – MTV Nishedh

    Viacom18 launches behaviour change campaign – MTV Nishedh

    MUMBAI:  In a bid to break societal norms and address the most taboo subjects for youth, The MTV Staying Alive Foundation in partnership with Viacom18, has now come up with a new campaign in January 2020. The project called “MTV Nishedh”, will majorly focus on fostering behaviours and healthier attitude changes and eradicating the social stigma revolving around several health related issues including tuberculosis, HIV and Aids, contraceptive care, sexual reproductive health and wellbeing.

    The campaign in its 13-episode fictional series 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, produced by Mumbai-based production company Victor Tango, 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.

    Through funded partnerships with the 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, this ground-breaking campaign weaves in messaging around sexual reproductive health and wellbeing, contraceptive care and options, consent, preventing teenage pregnancy and reducing stigma around abortion, into its world, characters, and stories. An educational grant from Johnson & Johnson Services, Inc. has enabled the campaign to integrate messaging around the realities of TB in India – which has the world’s highest burden of this airborne disease – so young people can better understand the signs and symptoms of the disease and help reduce the the stigma that is too often associated with it. With UNICEF India, MTV Nishedh will also raise awareness around the importance of nutrition for adolescent girls, with a focus on anemia.  

    The campaign website (mtvnishedh.com) will feature informative digital content. It will be home to an exclusive short-form video relating to the drama series, blogs and articles about the health issues and social the campaign is tackling, and an interactive clinic finder to help its audience access clinics and services near them.

    MTV Nishedh has been adapted from The MTV Staying Alive Foundation’s multi-award-winning campaign ‘MTV Shuga’ has had a proven impact on health and behaviour change in Africa. Based on the same model, MTV Nishedh’s360 campaign uses storytelling to raise awareness and reduce stigma around key issues. In addition to the TV drama the campaign features a robust digital content strategy, a 15-part radio drama and peer to peer education.

    Viacom18 CEO and MD Sudhanshu Vats said, “I’ve always believed that doing good is good for business. We have, since inception, created content on social causes and built a successful broadcast business around it – from Balika Vadhu to Shakti to Laado – we have covered a gamut of socially sensitive issues through our TV content. Furthermore, through our youth brand MTV, we continue to create multimedia campaigns, over and above our TV shows, that highlight various social themes. We have explored issues as diverse as women’s empowerment to sanitation through our films like Queen and Toilet: Ek Prem Katha. This business philosophy of doing good was underscored last year when BMGF worked with us to bring forth a behaviour change content series called Navrangi Re! on the issue of Fecal Sludge Management. The sheer number of social organisations and like-minded corporate who are partnering us to launch MTV Nishedh bears testimony to its scale.”

    Executive Director of The MTV Staying Alive Foundation and Executive Producer of MTV Nishedh Georgia Arnold said, “MTV Nishedh marks an exciting point in The MTV Staying Alive Foundation’s journey. Bringing the highly successful MTV Shuga model to India facilitates young Indians to take up more space on issues affecting their everyday lives. The power of MTV Nishedh is in its reflection of real life – we engage young people in all stages of its development to ensure the stories are relatable, entertaining, and highly engaging. Crucially, all of our content drives the audience to health services where they can receive valuable help. We believe MTV Nishedh has the potential to be a genuinely relevant cultural asset, as well as a successful public health campaign.”

    Known for her amazing work in Hindi cinema and work towards social issues, award winning actor Bhumi Pednekar has lent her support to the MTV Nishedh initiative. Speaking on the same Bhumi said, “I strongly believe that young people in India are going through a tremendous change be it political or social. At a time like this, it is important that they are aware of their sexual rights as well as other issues like TB and nutrition that impacts their health. MTV Nishedh is a great platform that lends voice to these issues and I am happy to partner with the campaign that creates further awareness.”

    Executive Director of children’s investment fund foundation Hisham Mundol  said, “The power of MTV is that it is a brand that young people love.  We are proud and excited to support introducing MTV Nishedh to India because we believe it can inspire and empower an entire generation to take control of their health and wellbeing”

    Johnson & Johnson Private Ltd managing director of Janssen India Sarthak Ranade said, “It’s time to make more people aware of TB, remove the stigma associated with the disease, and help those in need of treatment access the best possible care. At Johnson & Johnson, we have been working closely with the Government of India, NGOs and other local partners to combat TB and DR-TB at all levels. Building on this commitment, our company is incredibly proud to support the MTV Nishedh campaign to empower youth to advocate for a TB-free India.”

    Bill and Melinda Gates Foundation (BMGF) deputy director Archna Vyas said, "India’s youth population is the engine of economic and social progress. When youth have access to tools and information that enable them to make decisions about their health — which includes understanding of reproductive health issues, adequate nutrition and combating infectious diseases — we set them up for productive futures. Our investments in MTV Shuga demonstrated shifts in beliefs, attitudes and health seeking behaviours. We are confident that MTV Nishedh will break stereotypes, address myths and misconceptions associated with health, to secure the future wellbeing of our Indian youth."

    Ashoka University center for social and behavior change (CSBC) associate director  evidence and learning Purnima Mehrotra said, “The Centre for Social and Behaviour Change at Ashoka University has invested in the digital campaign of MTV Nishedh to encourage uptake of modern contraception among young people in India. Digital as a medium, allows the user to decide what they see, and where, as well as encourages a more reflective and thoughtful viewing experience. It creates spaces for viewers to talk candidly, especially about more sensitive issues like sex and contraception. It also provides an opportunity to connect our audience to their peers. We are excited to be a part of MTV Nishedh and hope to leverage the characters and storylines from the TV show to engage and interact more closely with our target audience, amplify the messaging and create an online space for communities of young people to come together. As an academic institution our commitment is to learn from our projects through independent evaluation of our work.”

    UNICEF India representative Dr Yasmin Haque said, “Stories that touch hearts have the power to influence behaviours. UNICEF is happy to support MTV Nishedh through its innovative TV series to focus attention on issues like adolescent anemia.  We are confident that the show will go a long way to improve awareness among young people on the importance of their own nutrition.”

    “Well, more than a conscious strategy, I think it is an ingrained thought process at Viacom18. Allow me to explain in some more detail. Our mission is to connect every story to its audience and every audience to its story. And over the last 12 years, we have created stories that resonate with our audience across platforms. Interestingly, some of our biggest successes have been stories that speak of societal issues or regressive societal norms – be it Balika Vadhu, Its Not That Simple, Angels of Rock, Toilet: Ek Prem Katha…the list goes on. Projects like Navrangi Re! and MTV Nishedh are natural extensions of this philosophy of using content to amplify social change. What encourages me is how more partners are recognizing the relevance of this approach and reaching out to us to use entertainment to bring forth such stories of social impact,"  Viacom18 corporate marketing, communications and sustainability head Sonia  Huria said.