In 2021, the unsettling truth of 13,000 student suicides linked to exam and academic pressures prompted a compelling call for decisive action. MTV India, being a youth centric brand, adeptly interpreted the unspoken language of student stress, propelling us to champion awareness of this crucial issue. Indian parents play a pivotal role in shaping their children's educational and career paths, emphasizing a quest for excellence that starts early and peaks during senior secondary education. Acknowledging the influence of coaching centers during this period, MTV India strategically replicated their approach to capture parental attention. Consequently, we invited parents to an on-ground event, which seamlessly transitioned into a mental wellness counseling session, surprising them with a deliberate shift in focus. This strategic transformation aimed to rivet parents' attention, reinforcing our core message that academic achievements should not be the measure of success.

Indian parents exhibit a profound focus on their children's education, emerging as pivotal decision-makers in shaping their career trajectories. The quest for a brighter future commences early in childhood, culminating significantly during senior secondary education, a crucial juncture before college. Recognizing the influential role of coaching centers during this phase, MTV India discerned that mimicking this setup could effectively capture parental attention.

As a result, we made a deliberate effort to connect with the parents who are obsessed with the academic excellence of their children. Our communications were specifically tailored to reach and engage these parents, ensuring their participation in the workshop.

To ensure broad outreach for our workshop catering to parents of students preparing for entrance examinations nationwide, we aimed for a diverse and widespread impact. The MTV Question Marks workshop, tailored for parents from varied regions and backgrounds, was promoted extensively. Utilizing TV commercials, social media posts, newspaper ads, billboards, and a dedicated microsite, we orchestrated a comprehensive marketing campaign. Additionally, we engaged with parents through contextual YouTube bumper ads. This multifaceted approach sought to maximize the effectiveness of our message, ensuring that parents across India, regardless of their geographical location or background, were made aware of and encouraged to participate in the MTV Question Marks workshop.

Conducted in a prestigious Indian college: SVKM's Mithibai College of Arts, Mumbai, the workshop aimed for authenticity, attracting parents nationwide. The event's reach extended beyond the workshop venue, with comprehensive coverage on social media to amplify our message. Our three-month campaign spanned social media, TV commercials, and print media, strategically disseminating information. The collective impact was substantial, reaching 28 million individuals through social media, 44 million via TV commercials, and 731,000 through print circulation. The workshop's location in a renowned college provided an immersive experience, drawing parents from diverse corners of the country. Our extensive promotional efforts, encompassing various media channels, ensured that the MTV Question Marks campaign resonated widely, making a meaningful impact on a national scale.

Over a span of three months, our comprehensive campaign strategically disseminated information through social media, TV commercials, and print media, yielding a substantial collective impact. The outreach was significant, with 28 million individuals reached through social media, 44 million through TV commercials, and 731,000 through print circulation. The workshop, hosted in a prestigious college, offered an immersive experience, attracting parents from various regions. Our extensive promotional endeavors across diverse media channels ensured that the MTV Question Marks campaign reverberated widely, leaving a meaningful imprint on a national scale. Furthermore, we secured an earned media reach of 121 million ,which is tantamount to INR 29 million, and received commendations from influential figures in the field of mental wellness for students, further amplifying the campaign's impact and reach.