Perhaps the best way to get over a relationship break-up is to talk about it, and meet new people. For many youngsters, hitting the dance floor and grooving till the music dies is a sure way to laugh again, and feel rejuvenated. This is how Channel V’s new show 'Jhalli Anjali Ke Tootey Dil Ki Amazing Story' comforted the country’s youths reeling through a break-up, by organizing multi city break-up parties as part of the launch marketing campaign for the show. The parties got better with none other than Anjali from the channel’s new show Jhalli Anjali Ke Tootey Dil Ki Amazing Story, who was partying along too. With the tagline of ‘Bitter tha par better ho sakta hai’, the show takes the audience to Anjali's healing and self-discovery journey after her first breakup. After going live on Channel V on 28 April, the show interacted with its young viewers through breakup parties organisedin Pune, Jaipur, Chandigarh, and Indore Shows like Jhalli Anjali KeTootey Dil Ki Amazing Story – along with other newly-launched shows like Yeh Jawani Ta ra ri ri – have been designed with Channel V's focus on the country's youth, and a new brand thought that, ‘What feels so right, can't be wrong’ said Prem Kamath - EVP&GM, Channel V, “The breakup parties aim to engage with our audience and since they are all gathering under a common agenda as personal as breakups, it is definitely a somewhat bonding moment for everyone who joins us,” he added. With the help of our digital partner, a strong digital buzz was created about the multi-city break up parties and associations with strong media brands like HT and Red FM ensured deeper reach to the youths in these cities. Commenting on the campaign Zafar Rais, CEO, MindShift Interactive said ‘We are glad to be associated with channel V, which has pioneered unique youth engagement, initiatives since its inception. We strategically targeted young audiences and captured their attention via the Event Page this time, that communicates Break Up Parties across the country. The campaign reached out to 2.4 mn people across the country. Creative visuals & thought provoking content are successfully doing justice to increasing curiosity while twitter engagements are working their way up towards further increasing awareness about the campaign as a whole. We look forward some interesting benchmarks being created once again.”