As a part of our wider youth-centric MTV Nishedh campaign, through Kuch Aisa Waisa - ("Somewhere something like that " or contextually "The Protection Song"), we sought to drive conversations around condoms and contraceptives among Indian youth. In India, many young people do not have correct information on the prevention of pregnancy and STIs, in part due to public health messages focusing on married adult couples. Finding ways to reach young Indians with impactful messages is of critical importance, but tackling the issues can be challenging, as even mentioning the word ‘condom’ can be taboo. In the context of myths, insufficient knowledge, and inadequate messages, young people can make ill-informed choices, resulting in unprotected sex, unplanned pregnancies, and STIs.
In response to this, in July 2024 MTV Staying Alive Foundation (MTV-SAF) experimented with a new format of content - a Bollywood-style song and video, which centered on the importance of safe and effective condoms and modern contraceptive use. Through the video, we aimed to raise awareness on the use of condoms and broader contraceptives, in an accessible, amusing, and engaging format. Leveraging our growing brand and following in India, together with the popularity of the Bollywood-style vibrant and colorful format among youth, we aimed to maximize views, stimulate awareness and demand, and encourage audiences to talk openly about condoms, contraceptives, and STI prevention.
In a setting where discussing safe sex and contraceptives is taboo, engaging youth on these issues is challenging. This challenge was made greater still because the artists, crew, and cast we approached were initially reluctant to be involved in the project, due to the sensitive subject matter. Our response to these challenges was first to undertake a detailed research process, where we took the time to understand societal nuances surrounding youth attitudes towards contraceptives and to craft accurate, respectful messaging and format. We then carefully communicated the vision to the prospective team, assembling a group that believed in the project’s importance.
We chose to approach the subject through humor. This was achieved through the music itself as well as through the novelty of a life-sized condom singing and dancing on screen. The comedy approach was designed to make the song and film stand out from more conventional sexual health messages and to attract young audiences to watch the content. In addition, the unique and playful format was intended to make the message more memorable and impactful, especially to younger audiences who might feel uncomfortable discussing such topics openly.
In addition to the comedy format, we infused Bollywood-style, light-hearted music into the content, helping to address the issues in a way that resonated with younger audiences. To do this, we collaborated with one of the industry’s most well-known composers, Chirantann Bhatt. Chirantann Bhatt led the composition, but it was a highly collaborative process, involving a lot of debate over which lyrics were important, finding the right ‘hook’, and choreographing the dance.
The day of filming was a huge challenge. It was one of the hottest days in Mumbai, with temperatures soaring beyond 32-degree C. Behind all the singing and dancing there were (literally) buckets of sweat – particularly among the cast in the condom suit. Ensuring they were safe and well-rested in the soaring heat was critical, as was maintaining the morale of the whole production team. However, throughout the whole process, the team was motivated, hard-working, and engaged, which is a testament to the effective casting process and their commitment to tackling these vital issues.
The music video was released on all MTV Nishedh social media platforms (Instagram, YouTube and Facebook) simultaneously.
Across platforms, the video garnered:
The humour-led format helped to ease conversations surrounding condoms and contraceptives, helping to spark hundreds of online conversations.
