MTV India desperately needed to reposition itself for one big reason. Theyouth of India was rapidly changing into their greatest avatar ever - - most original, most comfortable with themselves, most fearless. No more did they bother about coolness borrowed from the west, a phenomenon brought about by MTV itself, which it now had to undo. This new youth had gone back to their Indian roots and was more real and rustic than ever. MTV had to address this change to remain relatable to young people, and therefore still have them watch the channel.

We simply chose to empower this youth to be themselves. And so the nationwide movement – 'Stay Raw' kicked off with 30 films that featured real people doing whatever the $%*# they did best or believed most. 115 typographic films using a raw tool - the simple power of words, expressing the Raw way of life. Similarly 156 different messages across outdoor and press brought together the youth from all across by speaking a language they understood – honest and ballsy.

MTV India’s Facebook page reached its target of a whopping 1 million members. But the protests due to the fearless content is our greatest achievement, especially the brick hurled at MTV Mumbai’s office. Rawspeak is now being used as Facebook status updates. The youth continues to STAY RAW, except for the new addition of the phrase 'STAY RAW' to their everyday lingo.Thus, with a stance inspired directly from the lives of young people, MTV is once again getting the youth to tune in to what it always stood for - the youth and its beliefs, and not just music videos.