Our aim was to craft a medium capable of carrying a profound message, fostering a comfortable one-to-one connection for deep introspection. The messaging had to be ubiquitous, sparking curiosity. The solution emerged with the concept of 'Naye Zamane ka Dahi Shakkar' (The New Age Curd & Sugar), intended to establish a mindset shift in parents and serve as a supportive resource for academically stressed students. This innovative approach aimed for a deep connection with every Indian household, leveraging a familiar and relatable element to initiate a transformative dialogue on students’ mental well-being.

India, a nation of rich cultural diversity, boasts a remarkable tapestry of over 121 languages and 270 mother tongues. Adding to the complexity, a staggering 19500 different dialects are spoken across the population, with dialects changing every 50-100 km. Amidst this diversity, a common and unifying element cutting across the entire Indian demography is the Dahi Shakkar: a humble combination of curd and sugar. This blend serves as a ubiquitous thread woven through the fabric of the nation. Dahi Shakkar is considered essential for any auspicious beginning, symbolizing good fortune. Before exams, children are commonly presented with Dahi Shakkar, not just as a tradition but as a token of well-wishes and encouragement. The unpretentious combination of curd and sugar not only embodies deeply ingrained traditional values in Indian culture but also imparts tangible health benefits. This simple blend becomes a vessel of selfless love, connecting generations through shared rituals and providing comfort on both cultural and physiological levels.

In 2021, the alarming revelation of 13000 student suicides attributed to exam and academic pressures spurred a compelling call for decisive intervention. MTV India, being a youth centric brand, skilfuly 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 counselling. 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 Zamane 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 Zamane 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 Zamane ka Dahi Shakkar" was launched on India's leading quick commerce platform, Swiggy Instamart(more than 100 million downloads). The product was also made available in hypermarkets like Reliance FreshPik and local stores nationwide. The promotional campaign for 'Naye Zamane 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.

Following the MTV Question Marks workshop, the Naye Zamane ka Dahi Shakkar was launched in India's leading quick commerce platform Swiggy Instamart(more than 100 million downloads), in hypermarkets like Reliance FreshPik and in local stores nationwide; and was available on these platforms for 2 months after the launch. The promotional campaign for 'Naye Zamane 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.

In a mere two-month span, the MTV & Epigamia Naye Zamane ka Dahi Shakkar achieved are markable milestone, with a sale of 500000 units.

Leaving no avenue unexplored, we dedicatedly connected with parents through diverse modes and platforms. Our promotional endeavours 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 are markable milestone, with a sale of 500,000 units. Additionally, we successfully provided free counselling to numerous students, assisting numerous parents in understanding the silent struggles their children face due to exam stress.