Janhvi Kapoor launches campaign to destigmatize alcohol addiction in India
What's the story
Actor Janhvi Kapoor has joined hands with mental health organization Amaha to launch a new initiative called Off the Rocks, reported MoneyControl. The campaign aims to change the way people view alcohol addiction in India, emphasizing it as a medical condition rather than a moral failing. Kapoor said in a statement, "The conversation around alcohol is either completely absent or deeply judgmental, and neither serves the people who actually need support."
Initiative details
'Alcohol addiction is real, it's clinical...'
Reportedly, the Off the Rocks campaign will focus on clinical understanding, self-awareness, and access to care. The actor added, "Alcohol addiction is real, it's clinical, and it affects people across every walk of life. Off the Rocks is about making it easier to acknowledge that, and to know that help exists." The initiative will be an ongoing effort featuring expert-led conversations, personal stories, accessible explainers, and professional resources.
Organizational involvement
Amaha will provide clinical credibility, professional infrastructure
Amaha, a full-spectrum mental health organization, will provide clinical credibility and professional infrastructure for Off the Rocks. The organization has a team of over 200 mental health professionals and has served more than six million people globally. Dr. Amit Malik, Founder & CEO of Amaha, said, "Addiction sits at the intersection of neuroscience, psychology, and lived experience, and it remains one of the most stigmatised and under-treated conditions we see."
Campaign goals
Campaign aims to change public understanding of alcohol addiction
Off the Rocks aims to change how people understand and talk about alcohol use disorder in India. The initiative will focus on three main goals: reducing the stigma that prevents people from seeking help, building public understanding of alcohol addiction as a clinical condition, and creating clear pathways to evidence-based care. All content produced for this initiative will be reviewed by Amaha's team for accuracy and responsibility.