“Power-in-your-hands” started with a contest where girls were asked to write-in on why we should fulfill their dreams. We used MTVs largest live-on-ground-show to announce this contest and to facilitate entries at live boothsWe then asked leading experts in each shortlisted girl’s dream area to act as a counseller and groom these girls to success; this journey was televised on MTV to align other MTV viewers on the “how” of achieving similar dreams

Key strategic equity scores moved from 21 % to 38% among young girls; sales indexed 127 versus year ago; the powerful theme led to huge PR mileage, media ROI indexed at 1600 versus the media investment