In 2021, the alarming revelation of 13,000 student suicides attributed to exam and academic pressures spurred a compelling call for decisive intervention. MTV India, being a youth centric brand, skillfully deciphered the silent language of student stress, propelling us to fervently advocate for awareness on this critical issue. Our modest offering, a pack of dahi shakkar (curd and sugar), was strategically employed to initiate conversations and enlighten parents about India's most silent pandemic: academic stress in students. Beyond its symbolic role, this pack also served as a beacon for distressed students, providing access to free counseling. This innovative approach aimed not only to convey a message but also to actively address the mental health challenges faced by students, fostering a supportive environment amid academic pressures.

Armed with this profound cultural insight on the significance of curd and sugar, our goal was to craft a product that would captivate and circulate widely. Collaborating with Epigamia, we introduced the 'Naye Zamaane ka Dahi Shakkar.' This one of a kind product sparked conversations nationwide, not only for its uniqueness but also for the intriguing package highlighting students' mental health. Repurposing the traditional curd and sugar, it became a symbol to raise awareness about India's silent pandemic: Academic Stress. Beyond conveying the message that marks are not the benchmark, the 'Naye Zamaane ka Dahi Shakkar' aimed to aid students in academic distress by offering free therapy sessions, reinforcing its role as a catalyst for meaningful change in the discourse surrounding student well-being.

"Naye Zamaane ka Dahi Shakkar" was launched on India's leading quick commerce platform, Swiggy Instamart, boasting more than 100 million downloads. The product was also made available in hypermarkets like FreshPik and local stores nationwide. The promotional campaign for 'Naye Zamaane ka Dahi Shakkar' was extended to social media and TV commercials, ensuring a comprehensive outreach to students preparing for competitive exams and their parents. Notably, the packaging subtly encouraged students dealing with stress to avail themselves of free therapy sessions, underscoring the product's dual role in raising awareness about academic stress and providing tangible support to those in need.

"Naye Zamaane ka Dahi Shakkar" was launched in India's leading quick commerce platform, Swiggy Instamart(having 100 million downloads), in two months following the MTV Question Marks Workshop. Simultaneously, the product became available in hypermarkets like FreshPik and local stores nationwide during the same period. The promotional campaign for 'Naye Zamaane ka Dahi Shakkar' was extended to social media and TV commercials, ensuring a comprehensive outreach to students preparing for competitive exams and their parents. Notably, the packaging subtly encouraged students dealing with stress to avail themselves of free therapy sessions, emphasizing the product's dual role in raising awareness about academic stress and providing tangible support to those in need.

Leaving no avenue unexplored, we dedicatedly connected with parents through diverse modes and platforms. Our promotional endeavors created a significant buzz around the product, amassing more than 22 million impressions and reaching over 200 million individuals.

In a mere two-month span, the MTV & Epigamia Naye Zamane ka Dahi Shakkar achieved a remarkable milestone, with a sale of 500000 units. Additionally, we successfully provided free counseling to numerous students, assisting numerous parents in understanding the silent struggles their children face due to exam stress.