In a country where mental health conversations often remain unspoken, Anna Chandy & Associates had the expertise and credibility but lacked the visibility needed to influence national dialogue. The challenge was to build strong recall for the practice while positioning Deepti Chandy as a new-generation voice for India’s evolving emotional landscape creating cultural relevance without compromising the integrity and depth of the work.
Our Approach
We built a multi-layered PR strategy anchored in thought leadership, cultural relevance, and human-first storytelling. Over six months, we strengthened Deepti’s presence in India’s top publications through expert articles and commentary on stress, burnout, relationships, and emotional regulation, positioning her as a trusted voice on modern life. This was paired with a digital-first approach that made therapy feel conversational and accessible, along with lifestyle collaborations that brought mental health into unexpected but needed spaces like Women in Tech and Black Box Fitness x Bastian.
Our hero moment was UN-FINE, a film and social series exposing the emotional weight behind “I’m fine” through intimate, relatable vignettes. The follow-up “Ask Deepti" series turned awareness into action with practical emotional tools. We closed the mandate with a forward roadmap: expanding into new cities, deepening media relationships, aligning with key cultural moments, and building signature IPs like monthly therapy circles and a digital micro-series to keep her presence consistent and impactful.
The Impact
How Thoughtful Storytelling Helped Anna Chandy & Associates Build Cultural Authority in India’s Mental Health Landscape
Across six months, the partnership delivered 36 media coverages, a cumulative reach of 5.15M, two speaker-led collaborations, and a surge in organic social conversations that strengthened credibility and visibility. Editorial interest grew consistently across lifestyle, wellness, and news desks, while Deepti’s recall solidified as a grounded, articulate, and empathetic voice in India’s mental health space. More importantly, the work built trust, media engagement became relationships, stories became resonance, and events transformed therapy into something people could see, experience, and openly discuss.
The UN-FINE campaign became a defining moment, proving that when mental health is communicated with honesty and nuance, it doesn’t just spark awareness, it creates recognition. What began as a visibility mandate evolved into a meaningful cultural footprint, laying the foundation for a long-term, emotionally intelligent presence that helps India understand itself with greater depth and clarity.
Total Campaign Reach
Total Media Features
Key Associations & Events
