We devised a workshop artfully presented as a career counselling session to capture the attention of parents. The workshop, intricately designed to mirror the environment of a coaching center, offered a space for direct, one-on-one interactions with parents. The profound concept, emphasizing that marks are not the measure of success, found its most genuine expression through the setting of a live event. Our strategy of replicating the ambiance of a coaching center, stood out as the most effective approach for conveying our message. No other method could have communicated our message more authentically and impactfully than this workshop.

In India, annually, 1.2 million candidates appear for the Joint Entrance Examination (JEE), a nationwide test for admission into Engineering and Science colleges. However, only 50000 to 60000 of these candidates manage to secure spots in top-tier institutions. Coaching centers play a crucial role in preparing students to excel in these entrance exams.

India has innumerable coaching centers, particularly in Kota, a city known for its coaching industry valued at INR 60 billion. Each year, around 300000 students flock to Kota to prepare for various entrance exams in hopes of securing coveted spots in prestigious Indian institutes.

However, instead of easing the process of gaining admission to premier engineering and science colleges, the time spent in coaching centers often exacerbates students' struggles and negatively impacts their mental health. The harsh reality is that between 1995 and 2023, approximately 200,000 students have tragically succumbed to the devastating effects of suicide, largely attributed to the immense pressures of the competitive educational environment. Furthermore, between 2018 and 2023, 103 students chose this tragic path despite studying in these top-tier institutes. The academic year 2021-2022 witnessed an unprecedented toll, with 13000 students tragically losing their lives to suicide, surpassing even the grim statistics among farmers in 2022. As of 2023, eight students have already lost their lives, with two more attempting suicide. These alarming statistics highlight the urgent need for support and assistance for students facing overwhelming academic-related stress.

In 2021, the unsettling truth of 13000 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 create awareness on 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. The aim of the workshop was to reinforce our core message that academic achievements should not be the measure of success.

Recognizing the prevalent obsession among Indian parents regarding their children's academic performance, discussions about student mental health often fell on deaf ears. To effectively capture the attention of marks-focused parents, we devised a strategic approach. We positioned our workshop as a career counseling session, enticing parents with the promise of a transformative experience for their children's futures. However, when the parents reached the workshop, we revealed that the workshop was about addressing mental health of students. The workshop played a pivotal role in captivating parents' attention and prompting deep introspection regarding their child's well-being, particularly regarding mental health concerns.

To ensure broad outreach for our workshop, that caters 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 geographic 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 garnering a reach of 28 million 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. We achieved a reach of 28 million 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.