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
Mental health in India often exists in a strange contradiction.
Mental health in India often exists in a strange contradiction. The need is visible, but the conversation remains quiet. Anna Chandy & Associates had long been doing meaningful work in the space, but the opportunity was larger than visibility alone. The objective was to bring everyday emotional struggles into the open while positioning Deepti Chandy as a trusted voice helping people navigate them with clarity and compassion.
Rather than approaching it as a traditional awareness campaign, we built a multi-touchpoint narrative designed to make mental health feel more visible, relatable, and culturally relevant. Thought leadership became one pillar of the strategy, with Deepti contributing expert perspectives on burnout, relationships, emotional wellbeing, stress, and modern life across leading publications.
Beyond editorial visibility, we expanded the conversation into spaces where mental health is often overlooked. Collaborations with communities such as Women in Tech and Black Box Fitness x Bastian created opportunities to engage audiences in more natural, real-world environments, helping move the discussion beyond clinical settings and into everyday life.
The campaign’s defining moment came through UN-FINE.
UN-FINE – a film and social content series built around a simple but powerful truth: that “I’m fine” is often the phrase people use when they're anything but. Through relatable scenarios and emotionally resonant storytelling, the campaign encouraged people to recognise their own experiences while opening the door for more honest conversations around mental health.
The result was more than increased visibility. Over six months, the work helped create greater awareness around emotional wellbeing, strengthened Deepti Chandy’s position as a trusted voice in the category, and generated meaningful engagement across editorial, digital, and community-led platforms.
The Impact
1.6b+
Total Campaign Reach
91+
Total Media Features
5+
Key Associations & Events
