SEX, CONDOMS, ABORTION, TB.
Whenever these words are spoken out loud, all we do is hush hush. While young Indians are open and forward in their outlook, there is still hesitation to talk about these issues. Have you ever thought why? Think now, what makes you not say out loud the things you feel? Why, despite having an open mind, are you unable to voice your opinions?
Come January 25th, MTV is urging you to speak out loud on all things taboo and break the stigma with its new slice-of-life series MTV Nishedh. Stories are centred around some of the most critical yet taboo social issues such as modern contraception, medical abortion, consent, tuberculosis and nutrition.
With themes around love, ambition, empowerment, family and health – it’s an entertaining MTV show, and one with real purpose behind it. We have strong voices supporting it too. Bhumi Pednekar has come on board as a cause ambassador for MTV Nishedh. Bhumi said, “We now live in an era where the youth is brave and unafraid to stir change. The world is grappling with integral health issues that need a voice and MTV Nishedh comes in right there. This is an opportune time for Young India to talk openly.”
Acclaimed singer and the first Indian female vocalist to collaborate with UN for women empowerment, Neeti Mohan has also come forward as a cause supporter by rendering her voice for the show anthem #KhulKeBol. Neeti added, “Music has the ability to express thoughts and emotions. For a powerful cause-driven show like MTV Nishedh, #KhulKeBol will bring voice to it.” Produced by Indian music composer Chirrantann Bhatt and lyrics by Manoj Yadav, the song is a powerful call out for young people to liberate themselves.
WHERE YOU CAN WATCH IT
Nishedh will air on MTV starting 25th January, every Sat-Sun at 8PM. The show will also air on Colors Rishtey starting 1st February onwards every Saturday- Sunday at 10:30 pm and is available to stream on VOOT. MTV Nishedh is across digital and radio too – check back on www.mtvnishedh.com/hindi where we’ll have a tonne of content around the show and where we’ll talk more about the issues and journeys the characters are facing.
WHO’S IN IT
The world of MTV Nishedh is being brought to life by popular young TV faces like Priya Chauhan, Shivam Patil, Malhaar Rathod, Gautam Vig, Syed Raza Ahmed, and Himika Bose.
Actor Malhaar Rathod, playing Aastha said, “MTV Nishedh looks strongly at issues that have been brushed aside for long in ignorance. My character is challenging and unravels many aspects of the woman of today. The show gives voice to concerns that are suppressed by patriarchal conventions with a narrative that engages and relates to the youth. I think MTV Nishedh will be an eye-opener and the fiction genre.”
Priya Chauhan, talking about his role of Megha on the show, said, “Underlined by light hearted stories and a tinge of humour that binds few lives, MTV Nishedh conveys a significant commentary on topics that concern our well-being. In a nation bustling with young population, its high time we sideline taboos and make issues like contraception, medical abortion and TB more conversational and accommodating. I hope Nishedh is a huge leap in that direction.”
Syed Raza Ahmed, who plays Vicky said, “Given the health issues India is grappling with and the lack of awareness that continues to exist, there couldn’t have been a better time to come up with MTV Nishedh. I was surprised to hear that India has the highest burden of TB in the world but what was more surprising is very few people know about it. Hence, I feel with Vicky’s character I am helping create awareness and remove stigma around TB.”
WHO’S BEHIND IT
MTV Nishedh is a campaign created by the MTV Staying Alive Foundation in partnership with Viacom 18. It is produced by a Mumbai based production company Victor Tango, and the supporting partners are Ashoka University, Bill & Melinda Gates Foundation, CIFF, Johnson and Johnson and Unicef.
