CURE 2

TitleCURE 2
BrandMINDOPENERS
Product / ServiceCOUNSELLING FOR DEPRESSION
CategoryB02. Non-profit / Foundation-led Education & Awareness
EntrantMcCANN INDIA Mumbai, INDIA
Idea Creation McCANN INDIA Mumbai, INDIA

Credits

Name Company Position
PRASOON JOSHI MCCANN WORLDGROUP Chief Creative Officer
ASHISH CHAKRAVARTY MCCANN WORLDGROUP National Creative Director
KAPIL BATRA MCCANN WORLDGROUP Executive Creative Director
GOURAV VERMA MCCANN WORLDGROUP Creative Director
UTSAV KHARE MCCANN WORLDGROUP Creative Director
AJAY RAWAT RAWAT Art Director
MOHIT PASRICHA MCCANN WORLDGROUP Copywriter
KANIKA C MCCANN WORLDGROUP Account Director

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

There were no such restrictions in this case.

Describe the target audience and why your work is relevant to them.

Depression and lack of knowledge about mental health is a major problem in India. In this regard, our work brings out the solution for it in a very minimalistic and simple way. It establishes the basic human act of talking as an effective 'medicine' in dealing with depression.

Cultural/Context information for the jury

Depression and mental illness are taboo topics in India. Often confused with ‘madness’, such medical conditions are so stigmatic that patients are uncomfortable to discuss them openly. Instead, they prefer to keep them under the wraps and fight them alone. And as a more convenient option, they resort to short-term solutions like anti-anxiety pills or stress-relief tablets. This tendency has led to a continual increase in the number of depression related cases in India.