Maybelline New York gets PV Sindhu to help beautify the neglected mind

Maybelline New York has launched a campaign titled #RaiseYourHand in India, for its long-term program ‘Brave Together’, which focuses on making mental health support accessible to all. Conceptualised by McCann Worldgroup, it features Olympian PV Sindhu, who aims to tell people about the brand’s partnership with NGO Sangath and TheMindclan.com, which will  provide a toll-free helpline and for expert guidance against anxiety and depression. 

 

The film begins with Sindhu surrounded by a bunch of other young people. She starts with asking them to raise their hand, if they ever feel lonely. One of the girls from the group hesitantly raises her hand. Post this, she asks many other questions, and one by one the hands start to show, including her own. Towards the end, she asks them to shut their eyes and raise their hand if they feel completely alone. All of them raise their hands and she asks them to open their eyes and look around. She then states that even when they’re alone, they’re all together.  

 

Zeenia Bastani, brand general manager – Maybelline New York, L’Oréal India, said, “Mental health awareness is not enough, taking action is important. We are committed to providing one-on-one support through Maybelline Brave Together and make free support available to address mental health issues among youth. We want to empower every young adult to feel ready to take on the world.” 

 

Vikram Patel, co-founder and member of the managing committee, Sangath, said, “We are proud to be associated with Maybelline New York's Brave Together effort in normalising and taking action on mental health issues. WHO’s recently released World Mental Health Report, calls for an urgent transformation of our society’s response to mental health support. With this partnership, we hope to address the discrimination experienced by people with mental illness and improve access to community-based support.” 

 

Mani Kumar, co-founder and product lead, TheMindClan.com, said, “Maybelline Brave Together is not just working on creating mental health awareness but being conscious about closing the support loop by providing access to various mental health care resources. Through this collaboration, we hope to help Indians navigate the journey of finding support with a lot of care and thoughtfulness.”

 

The campaign’s medi mix will include digital, outdoor, and influencer engagement.