Amazon Campus Diaries by MTV, a college connect digital platform, has associated with Teach for India (TFI) movement this Independence Day, to bring the youth close to the education crisis.
Under the partnership, MTV will facilitate five Campus Diaries volunteers in each of TFI's seven cities including Mumbai, Pune, Ahmedabad, Delhi, Bengaluru, Hyderabad and Chennai. Each volunteer will shadow a TFI Fellow in the classroom for a total of five times across four months.
At the end of these four months, volunteers will submit a white paper/article on their experience with educational inequity and their individual vision to address it.
Speaking on the tie-up with TFI, Sumeli Chatterjee, head of marketing, Media and Insights, MTV says this partnership will empower youngsters to be the change agents.
"Through our partnership with Teach for India we want to connect with the wide network of 300 colleges under MTV's Campus Diaries and give them an opportunity to be part of the movement to dream for a better and more educated India. This will also provide a unique opportunity to the colleges to experience the grassroot reality of schools and understand the challenges for the education system," she says.
The campaign will be amplified through the massive social footprint of MTV India across Facebook, Twitter and Instagram.The winner will be jointly decided with the TFI team.
The initiative connects 300 colleges across India across TV, web, mobile and social is always alive and buzzing across 365 days.
Chatterjee tells us that the USP of Campus Diaries, as a property, is that it is a singular platform that unites all colleges on same page for them to connect, collaborate and share their college vibe.
"The program is highly localised reflecting the vibe of the participating colleges, and is co curated with the audiences. That's the challenge and the opportunity at the same time, as every shoot or every activity is highly customised for the participating college," she further explains.
MTV's Campus Diaries is about capturing the vibe of the college life from standing in an admission line to the graduation ceremony and everything in between. It celebrates the spirit of being young and living it up during the college days. The uniqueness comes from the fact the activities reflect the college curriculum like #firstdayincollege, freshers, admission fever and collect stories that make the college alumni proud.
The platform is curated with the Campus Bosses who the channel claims are their 'buddies' from these 300 colleges.
MTV owes the platform's success to the inclusiveness of audience into the platform. To exemplify all films feature the college students, web blogs are written by the students, campus buzz is actually contributed by them too.
The channel plans to to curate large scale experiences with the college network and drive real time interactivity across colleges in India.
Campus Diaries is now aiming at scouring the country to find campus stories/ flavours/ festivals of colleges around India and associate with 35 colleges through the year. Another engagement that will be on through the year is the 'Wacky Wednesday' initiative, with one new challenge every Wednesday.