Jaipur: Around 600 MN people in India are below the age of 25 today making life choices at a swipe. Yet terms like Sex, Condom, Abortion and TB continue to be shrouded in hesitation and hush. As the universe of the young, MTV is now urging the youth to speak out loud on the most pertinent health issues and break the stigma with its new slice-of-life series MTV Nishedh. To spread the message further, popular youth icon and VJ Varun Sood who has come on-board as the Cause Supporter of MTV Nishedh was present in Jaipur today to encourage the youth to speak up on issues like sexual and reproductive health, consent, women’s empowerment, family planning and child spacing, TB, etc. He was accompanied by actor Malhaar Rathod, who plays the lead role of Aastha in the series.
As the Cause Supporter, Varun came forward to create awareness on the issues highlighted in the show. Echoing similar thoughts, Malhaar addressed the concerns around sex and modern contraception that impact the lives of individuals, especially youngsters. She is portraying the character ofAastha in the show, a young entrepreneur who isburdened with a scandal back home. Her ambitions take her to the city of dreams, Mumbai,where she is encountered with harsh realities that lead to some life-altering events. MTV Nishedh also stars Priya Chauhan, Shivam Patil, Gautam Vig, Sai Deodhar, Syed Raza Ahmed, Himika Bose, in pivotal roles.
According to a report called Adolescents in Rajasthan (2012): Changing Situations and Needs by Population Council, almost two-thirds of adolescent girls in the state who had a boyfriend reported that their first sexual experience with him was force. Further, according to PMA2020 ADOLESCENT GIRLS HEALTH SURVEY RESULTS: RAJASTHAN, only 30% girls used contraception at first sexual encounter when they did not intend a pregnancy. These hard-hitting facts are the reason why there needs to be more awareness amongst young people in the state about sexual health and contraception.
Talking about MTV Nishedh, Varun Sood said, “In a nation bustling with young population like ours, its high time we break the taboo that arise due to unawareness and stigma around sex and TB. We need to make them a part of our living room conversations and so young people can make informed choices. With some hard-hitting stories and close-to-life characters, MTV Nishedh has the potential to change the way the youth thinks about sexuality and contraception. As the Cause Supporter of MTV Nishedh and an actor, I hope to stir a perception change in youngsters.”
Actor Malhaar Rathod, said, “MTV Nishedh brings to light relevant health issues that seek attention and acceptance. It gives a voice to many youngsters out there who are facing similar stereotypes. I am glad to be a part of a show that goes beyond just entertainment and drives home a purpose. I think its time we treat sex and conversations around it as normal. My character is challenging and depicts many aspects of the modern Indian woman. I hope the show connects to the audience and succeeds in spreading awareness.”
Viacom18 and MTV Staying Alive Foundation have partnered with CIFF, UNICEF, BMGF, Ashoka University, Packard Foundation and Johnson & Johnson as funders for the MTV Nishedh campaign.
With themes around love, ambition, empowerment, family and health, MTV Nishedh aims to educate and entertain through powerful stories using youth as the catalyst of change. MTV Nishedh airs every Saturday and Sunday at 8PM only on MTV.