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  • ITC unveils ‘Feel Good with Fiama Mental Wellbeing Survey 2024’

    ITC unveils ‘Feel Good with Fiama Mental Wellbeing Survey 2024’

    Mumbai: With mental health conversations gaining traction, ITC’s ‘Feel Good with Fiama Mental Wellbeing Survey 2024’, commissioned with NielsenIQ, in its fourth year unveils the awareness, attitude, and behavioural landscape for mental wellbeing in India.

    Despite growing awareness, many individuals still struggle in silence, hesitant to openly discuss their emotional well-being or seek professional help. While 83 per cent of the survey participants believe mental health issues are nothing to be ashamed of, 81 per cent feel ashamed of telling others that they are taking therapy.

    The survey further reveals that 90 per cent of respondents would appreciate better work-life balance policies. Thus, employee wellbeing, implementing supportive measures, and fostering a healthier work environment is gradually gaining momentum in organisations across the country.  

    Key findings of the survey:

    Additionally, the survey highlights that 42 per cent of respondents indicate that career decisions also negatively impact their mental wellbeing. This finding emphasizes the importance of managing work-related stress since it has the ability to permeate various aspects of an individual’s life.

    Cost is a major deterrent to seeking therapy, with 77 per cent of survey participants finding it expensive. Virtual therapy is a more accessible and affordable alternative. Notably, among the surveyed individuals who are suffering or have family members suffering from mental health issues 52 per cent of Gen Z are now open to online counselling, which is a significant increase from 36% last year, highlighting the growing comfort with digital solutions for mental health support. ITC Fiama, through its ‘Feel Good with Fiama’ initiative, in partnership with The Minds Foundation provides subsidized virtual therapy with qualified professionals making therapy at Rs 300/- per session. https://www.fiama.in/feel-good

    This year’s survey also reveals 80 per cent of the participating Gen Z believe their parents would support them in therapy. There is a growing acceptance among close social circles and is a step towards normalizing mental health conversations.

    “The ‘Feel Good with Fiama’ initiative resonates deeply with our brand purpose,” said ITC Ltd divisional chief executive, personal care products business, Sameer Satpathy. “We understand that the journey to mental well-being can be challenging, and sometimes even knowing where to start can feel overwhelming. This year’s survey revealed the many barriers to therapy like high cost, stigma, and difficulty in finding the right therapist. This insight fuels our commitment to making therapy more accessible and affordable through Fiama’s Virtual therapy Clinic in partnership with the Minds Foundation. It is encouraging to see the progressive attitude towards understanding, acknowledging, and addressing mental wellbeing.”

    While professional help is crucial for addressing mental wellbeing, the survey also highlights the importance of incorporating healthy coping mechanisms into our daily lives. 29 per cent of the surveyed individuals turn to practices like yoga, 31 per cent to meditation, and 30 per cent to physical exercises like playing sports, dancing, gym, walking, etc. to de-stress. 36 per cent find solace in the soothing power of music. ITC Fiama is working towards making mental wellbeing a priority by fostering a culture of openness and acceptance.

  • 82 per cent Indians see TV/OTT impact on mental health perception: Survey

    82 per cent Indians see TV/OTT impact on mental health perception: Survey

    Mumbai: Cinema influences culture with the power to shape perception and impact societal beliefs, cinema remains a catalyst to drive cultural change. Mental well-being in recent years has gained some prominence in broadcast content but the need to make it a more proactive conversation continues. To address this, ITC Fiama’s recent survey highlights the need to explore a more positive portrayal of mental well-being in cinema and entertainment.

    The Feel Good with Fiama Mental Well-being Survey, 2023 revealed that better portrayal of mental health in cinema would influence perceptions and drive conversations – 82 per cent of the survey respondents felt that TV/OTT can be instrumental in influencing perceptions about mental health, 77 per cent believed that TV/Movies and OTT content can drive mental health conversations. To augment the conversation further and help influence perceptions at scale, in a first in the cinema and TV/OTT content awards fraternity in India, ITC Fiama collaborated with India’s premier film platform Filmfare to announce a special recognition for the sensitive portrayal of mental health in cinema.

    At the Filmfare OTT Awards 2023, ITC Fiama and Filmfare announced this special recognition and in its debut year, it was deservedly won by Director Anvita Dutt for her sensitive portrayal of intergenerational mental health issues in her critically acclaimed film ‘Qala’.

    A Filmfare representative, states, “Filmfare is a pioneer and has many firsts to its credit. With the power cinema holds to break the stigma around mental health, we are elated to have collaborated with ITC Fiama to acknowledge the movie ‘Qala’. It is a step forward in the direction of sparking a dialogue around a sensitive subject. We hope that the recognition encourages more filmmakers and content creators to initiate more conversations around the subject.”

    Commenting on the win of her film ‘Qala’ and the need for positive portrayal of mental health in cinema, Director Anvita Dutt said, “I really like stories where women save themselves. But sometimes we have to tell stories where they can’t. We therefore spin yarns that are thinly disguised veils over such uncomfortable truths, hoping that people understand and recognize it as a cry of help. That is what I tried to do with my story and I thank ITC Fiama and Filmfare for appreciating the intent behind my film. We often forget to ask for help, not knowing there are people on the other side willing to provide it, even if it’s you, yourself.”

    ITC Limited divisional chief executive personal care products business Sameer Satpathy adds, “Cinema has been instrumental in shaping beliefs and perception in society, making it intrinsic to our culture. Our effort to make mental health a more proactive conversation continues with the first-ever special award for the portrayal of mental health in the movies. The collaboration with Filmfare marks a significant step for Fiama to reinforce our commitment to raise awareness on mental well-being and encourage positive conversations around it.”

    ITC Fiama in collaboration with The Minds Foundation, has also launched its first Virtual Clinic. The Virtual Clinic is designed to enable affordable access to mental health therapy delivered by licensed professionals. It is an appropriate platform that encourages individuals to seek help in an intimate virtual space without the fear of embarrassment or the prevailing stigma. The MINDS Foundation has specially put together a team of highly qualified therapists for the Virtual Clinic, thereby, offering expert advice, therapy, and counselling at the convenience of one’s privacy.

    Register here for a professionally qualified therapist consultation from Minds Foundation at an affordable fee of just Rs 300/- per session.

    The ITC Feel Good with Fiama Mental Wellbeing Survey 2023 was conducted with 800 men and women between the ages of 16-45 years across Delhi, Mumbai, Kolkata and Bangalore. The survey was conducted by NeilsenIQ in September 2023.

  • ITC Fiama highlights the importance of mental well-being in a fun way

    ITC Fiama highlights the importance of mental well-being in a fun way

    Mumbai: ITC Fiama immerses its communication outreach in pop culture with “#FeelGoodWithFiama,” a unique meme video series to help mitigate the stigma of mental health and therapy. The series was rolled out to mark World Meme Day on 12 November 2022.

    Conceptualised by Brand David, ITC Fiama’s Feel Good with Fiama campaign aims to reach digitally savvy gen-z and millennials through the existing meme culture and motivate them to have constructive conversations about their state of mental well-being.

     

     

    Memes have continued to be a constant in the fast-paced, dynamic lifestyle of young adults and have often served as a powerful way to cope with stress. The brand has repurposed iconic memes into meme videos showcasing real-life situations, providing a strong message on the importance of opening up and sharing their feelings.

    Fiama takes the first step in making expert therapy and counselling more accessible and affordable through a virtual clinic in partnership with the MINDS Foundation. It encourages individuals to seek help in an intimate virtual space without fear of embarrassment or the prevailing stigma. The MINDS Foundation has specially put together a team of highly qualified therapists for this virtual clinic, thereby offering expert advice, therapy, and counselling at the convenience of one’s own privacy.