82 per cent of Indians believe that watching TV and OTT: ITC Fiama is leading the way in talking about mental well-being in India.
Movies have a big impact on how we see the world and what we believe in. They can change our culture. While mental health has started to get attention in TV shows and movies, we need to keep talking about it more. ITC Fiama did a survey, and it showed that we need to show mental health in a positive way in movies and TV.
82 per cent of Indians believe that watching TV and OTT
The Feel Good with Fiama Mental Well-being Survey in 2023 found that if we show mental health better in movies, it can change what people think and make them talk more about it. 82% of the people in the survey said that TV and online shows can influence how we think about mental health. And 77% said that these shows can start conversations about mental health. To make this conversation bigger and better, ITC Fiama and Filmfare gave a special award for movies that show mental health well.
At the Filmfare OTT Awards in 2023, ITC Fiama and Filmfare gave this special award to Director Anvita Dutt for her movie Qala. It’s the first time they gave this award, and Qala deserved it. More info about 82 per cent of Indians believe that watching TV and OTT platforms affects how people perceive mental health.
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Someone from Filmfare said, “We are happy to work with ITC Fiama to give this award to Qala. Movies can help us talk about mental health and break the stigma. We hope more filmmakers will make movies about mental health now.”
Anvita Dutt, the director of Qala, said, “I like stories where women can save themselves. But sometimes, we need to tell stories where they can’t. So, we tell stories that hint at these hard truths, hoping people understand it’s a cry for help. That’s what I tried to do with my story, and I thank ITC Fiama and Filmfare for understanding the purpose of my movie. We forget to ask for help sometimes, not knowing there are people on the other side who want to help, even if it’s you helping yourself.” More info about 82 per cent of Indians believe that watching TV and OTT platforms affects how people perceive mental health.
Sameer Satpathy, the boss of Personal Care Products at ITC Limited, said, “Movies are powerful in shaping what we believe. So, our effort to talk more about mental health takes a big step with this first-ever award for movies. Teaming up with Filmfare is a big move for Fiama to show our commitment to mental well-being and make positive talks about it.”
ITC Fiama also started a Virtual Clinic with The Minds Foundation. This clinic makes it easier for people to get mental health help from professionals without feeling embarrassed. The Minds Foundation has a team of good therapists who can give advice and therapy in a private virtual space.
You can sign up here to talk to a therapist from Minds Foundation for just Rs 300 per session. More info about 82 per cent of Indians believe that watching TV and OTT platforms affects how people perceive mental health.
The ITC Feel Good with Fiama Mental Wellbeing Survey 2023 talked to 800 people between 16 and 45 years old in Delhi, Mumbai, Kolkata, and Bangalore. NielsenIQ did this survey in September 2023 to understand what people think about mental well-being.
