New Delhi: On 12th July, 2018, Rajasthan’s Kota city launched Happiness City campaign. The campaign was launched by veteran Bollywood actor Govinda at Allen Career Institute. The launch was welcomed by over 15,000 students at the venue.

“Failures do not define us, how we overcome them does. We all have a hero in us, and it’s time you bring it out time and now,” Govinda told the students.

Known as India’s coaching capital, Kota is home to over 10,00,000 citizens. Every year, more than 2,00,000 students come to the city to prepare for various competitive exams. Kota’s hyper competitive coaching institutes have earned a reputation for helping students ‘crack’ the IIT entrance.

“Happy City initiative is primarily designed to help students cope with stress, anxiety and depression which often comes with the competition they are subjected to here as well as the industry,” said Siddharth Jain, co-ordinator of Happiness City initiative, also a CA by profession.

Spread over one year, this campaign will host several events and activities in partnership with different organisations. Mood Positive, a flagship event property by Chaaipani Media will be rolled out August onwards, where students will get a chance to interact with celebrities and industry leaders in an informal setting. They will also curate weekly email newsletter with inspiring, positive stories in Hindi and English. Other activities include stand-up comedy, music concerts, theatre and art workshops.

“We are also rolling out an app in next few months for students to get timely, discreet psychological counselling and mentorship,” says Siddharth.

The average age of students coming to Kota to prepare for competitive exams is 17 years, and most of them spend 2-3 years in the city.

“Requirement of jobs have changed drastically and it is important we train our students to not only crack competitive exams but also the competition the world out there poses on them. Powerful talks by industry leaders will develop entrepreneurial mind set among students,” says Aman Maheshwari, Director of Allen Entrepreneurs, who was the first to support the initiative.

Multiple institutes are joining this initiative in different capacities, enrolling more than 1,50,000 students.

“This initiative will help citizens get happier by exploring different avenues to unravel their potential,” said Gaurav Goyal, CEO of Kota Smart City Project.

The campaign is open for brand collaborations and shall be replicated in multiple Indian cities.