MTV's latest campaign questions academic marks as sole measure of success

MTV has launched a new campaign ‘MTV Question Marks’.

MTV’s latest campaign takes a step to redefine the role of academic marks as the sole measure of success.

Its messaging ‘Marks Hai Benchmark Nahi’ is rooted on the insight that 60 % of those in the 15 to 25-year age group are closer to their parents than their friends

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, who they consider as the first and the safest harbour for difficult conversations.

MTV collaborated with experts, creating a resource bank and providing channels of counsel and communication on their dedicated campaign microsite www.mtvquestionmarks.com. MTV also unveiled a brand film that elevates the message of the campaign, questioning the overdependence on marks as a metric for a successful life.

The film encourages parents to step up and change the narrative, by staunchly supporting and shaping their child’s unique path to success.

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 also 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, Another Light Counselling, 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.” Youth Mental Health Partner Another Light Counselling, has been an integral collaborator in giving life to the parent-focused workshop, providing resources for mental health management and driving a meaningful conversation through it.

Arushi Sethi, CEO and Co-Founder, Trijog - Know Your Mind, said, “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.”

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.”

MTV Question Marks campaign:

 

 

 

 

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