MUMBAI: Sold a documentary film and an initiative from the MTV Exit campaign, will be premiered on MTV on 22 September at 7 pm followed by a repeat telecast on 23 September at 1 pm and 28 September at 11 pm.

Sold, the lead feature of the MTV Exit campaign in South Asia is a program which aims to raise awareness and increase prevention of human trafficking.

As a part of promotion, a special screening of the documentary was organized by MTV in Mumbai which saw MTV Exit South Asia ambassador Lara Dutta presenting the film.

MTV Exit is produced in partnership with The United States Agency for International Development (Usaid). The documentary gives an insight into the realities of trafficking, addresses the part that everyone plays in the issue, and provides information on how individuals can protect themselves against trafficking, as well as what everyone can do to help end exploitation and trafficking.

Sold has been produced in English and Hindi to maximize local relevance, states an official statement.

MTV India GM and VP creative and content Ashish Patil said "MTV has always delivered high impact content and communication for youth audiences that not only entertains them, but makes them think, be informed and react. Each one of us is a key link in the human trafficking chain. The first step in breaking that chain is creating awareness. The MTV Exit campaign hopes to do just that in signature MTV style by speaking a language that the youth connect with. Through some compelling stories - really well told - that drive home the message." MTV Exit campaign director Simon Goff said. "As the Sold documentary shows, trafficking is of critical importance here, both in terms of vulnerable young people being trafficked and in respect to the exploitation of trafficking victims. We hope that this campaign provides key information for people to protect themselves as well as inspire our audience to join the fight against trafficking."

In the recent past as a part of the pro-social initiatives, MTV India has involved more than 10,000 youngsters, singers, performers and MTV VJ`s in an effort to fight against HIV and Aids, to `Spread the Message and Not the Virus!` at the MTV Music Summit for Aids held in Mumbai.

MTV has also launched a public awareness campaign `MTV Dirtbusters` to create awareness and get young adults into doing something about the pollution, dirt and littering in the neighbourhood.