Anna Chandy & Associates, one of India’s leading counselling services organisations, has unveiled UnFine in recognition of Mental Health Awareness Day. The campaign aims to highlight the often hidden struggles people face and to reduce stigma around mental health.
Studies show that the treatment gap for mental disorders in India ranges between 70% to 92%, leaving the majority of those in need without support. UnFine seeks to bridge this gap by encouraging recognition, awareness, and openness to seeking help.
The campaign features a main video and a four-part Instagram series that explore common mental health questions and concerns. The content is designed to help viewers notice subtle signs of distress and look beyond phrases like “I’m fine,” emphasising that emotional challenges are frequently hidden.
In addition, UnFine offers a comprehensive toolkit for individuals, families, friends, and workplaces. The handbook provides practical guidance for recognising emotional strain, supporting others, and practising self-care. Its central message is that it is okay not to be fine and it is okay to ask for help.
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Deepti Chandy, COO & Therapist, Anna Chandy & Associates, said, ‘‘I’m fine’ is often a way of hiding our true feelings, and in today’s world, emotional struggles can easily go unnoticed—both in ourselves and in others. UnFine encourages us to pause and look closer, to notice the pressures, the loneliness, or the quiet challenges someone may be facing. With this we aim to help individuals, families, friends, and workplaces respond with understanding and support. By creating spaces where people feel safe to speak up, we reduce stigma and remind everyone that asking for help is not just okay, but an essential step toward emotional well-being.”
