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How cinema content can influence perception of mental health A recent survey by ITC has revealed that as many as 82% of Indians believe that TV/OTT can influence perceptions about mental health, with 77% believing that TV and OTT content can drive mental health conversations. The survey, conducted in Delhi, Mumbai, Kolkata, and Bangalore, surveyed respondents across the 16 to 45 age group and found that young India’s attitude towards mental health and well-being has changed significantly over the years. The study also found that 80% of respondents felt that celebrities create a strong impact as mental health advocates. Work pressure and career-related decisions were cited as key factors causing stress and impacted young India's mental health. The company, Fiama, has also launched a virtual clinic to enable affordable access to mental health therapy delivered by licensed professionals.
Published : 2 years ago by Akanksha Nagar in Business
What’s the connect between TV/OTT consumption and mental health? A lot, if you go by the findings of a recent survey by ITC.
As many as 82% of Indians feel that TV/OTT can be instrumental in influencing perceptions about mental health, and 77% believe that TV/movies and OTT content can drive mental health conversations, according to the ITC’s Feel Good with Fiama Mental Wellbeing Survey by NielsenIQ.
The survey, in its third year, covered respondents in the 16 to 45 age group across Delhi, Mumbai, Kolkata, and Bangalore, and unravelled how young India’s attitude towards mental health and well-being has changed over the years. The survey showed that Gen Z and Millennials believe that a better portrayal of mental health in cinema will influence perceptions and drive conversations. About 81% felt that celebrities create a strong impact as mental health advocates. It also noted that 78% of Indians feel ‘dramatic’ representation of mental health can deter people from seeking treatment and 79% believed positive mental health portrayals in movies could aid in addressing stigma.
Rutu Mody-Kamdar, founder, Jigsaw Brand Consultants, said that one of the most important impacts of cinema was the emotional catharsis that it provided as one went through life’s experiences. “I’ve seen this providing a big relief, giving an outlet for emotions and offering ways to deal with it. Sometimes it’s comforting to know that others are going through similar problems. In that respect, movies can also be extremely motivating and inspiring. These stories provide hope and help people traverse through life’s challenges in an easier way,” she added.
Among other key findings, work pressure and career-related decisions topped the chart as factors that caused stress and impacted the mental well-being of young India. As many as 9 out of 10 Indians felt stressed at the workplace and would appreciate better work-life balance policies. 62% of respondents felt stressed about resuming physical work. More than 57% of Gen Z attributed mental health issues to career decision-related worries.
About 38% of Indian women attributed toxic relationships as the top reasons that impacted mental health and 64% believed societal standards caused burnout. While 82% of Indians believed that their parents would be supportive if they were to seek therapy, only 29% considered siblings as confidantes in their mental health journey. 61% felt helpless about their inability to assist loved ones with mental health issues.
The survey showed that young Indians were exploring new ways to de-stress and music was the preferred choice for 86% to cope with stress.
Sameer Satpathy, divisional chief executive, personal care products business, ITC, says, “It is heartening to note some of the positive shifts that have taken place in understanding mental health with the gradual increase in awareness campaigns and discussions.”
Brand Fiama’s efforts to make mental well-being a more proactive conversation goes beyond just provoking a thought. In collaboration with nonprofit MINDS Foundation, it also enables access to subsidised virtual therapy. The brand has launched a virtual clinic designed to enable affordable access to mental health therapy delivered by licensed professionals.