Anna Chandy & Associates
Turning “I’m fine” into a conversation India needed to have.
Services
Public Relations
Photography & Film
Collaborations
Happn
Hothur Foundation
Bastian x BlackBx Fitness
Women in Tech
Client:
Anna Chandy & Associates
Industry
Mental Health & Wellness
For a team that has spent years helping people understand themselves and navigate emotional challenges, Mental Health Day was an opportunity to take that work beyond the therapy room.
Anna Chandy & Associates has long worked across counselling, mental health and emotional wellbeing, with a larger mission to make conversations around mental health more open and accessible.
For Mental Health Day 2025, the thought was simple: if we all have a role to play in looking out for the people we love, how can we help people recognise when someone might need support - even when they say “I’m fine”?
We started with the words people hear every day, and asked what might be hiding behind them.
The result was UN-FINE, a campaign built around the idea that “I’m fine” can sometimes be a way of keeping distress to yourself.
A film brought this thought to life through familiar, everyday moments, encouraging people to look a little closer and notice the quieter signs that someone may be struggling. It gave the campaign an emotional starting point that felt human rather than clinical. We extended the film into a four-part video series with Deepti Chandy, bringing her expertise into practical conversations around emotional wellbeing, and developed an UN-FINE toolkit with signals to look out for, tips on approaching someone in distress, and guidance on how to begin the conversation. And because mental health conversations belong everywhere people live, work and connect, we took UN-FINE beyond digital. Through offline associations with communities including Women in Tech, The BlackBx Studio x Bastian, Ladies of Lead and SAS x Deepti Chandy, we created more spaces for people to engage with the subject openly and naturally. Together, the film, expert-led content, practical toolkit and community conversations turned a Mental Health Day message into something more meaningful: a reminder to look beyond “I’m fine”, ask again, and be there when someone needs you.
The campaign moved from simply asking people to care to giving them something useful to do with that care. Over six months, the campaign helped create greater awareness around emotional wellbeing, strengthened Deepti Chandy’s position & generated engagement across editorial, digital, and community-led platforms.
The Impact
1.6B+
Campaign Reach
91+
Media Features
5+
Key Associations & Events
