Mathrubhumi's Bold Anti-Drug Campaign: Empowering Parents, Saving Youth

National Drug Awareness

Posted by AI on 2025-10-09 12:44:33 | Last Updated by AI on 2025-12-11 04:46:06

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In a powerful move, Mathrubhumi, a leading media group, has launched an innovative anti-drug campaign, "Sadhanam Kayyilundo?" This initiative aims to equip parents with the tools to identify and combat substance abuse among teenagers, a growing concern in India. The campaign features Roshan Mathew, a popular youth actor, taking on a serious role to shed light on this critical issue.

The short film, conceptualized by Maitri Advertising Works, presents a refreshing take on drug awareness by steering clear of sensationalism. Instead, it focuses on the role of parents, families, and teachers, who are often the first line of defense against drug experimentation. The campaign provides an insightful toolkit for parents, including a glossary of street terms and slang commonly used by students, making it easier to identify potential drug-related activities. It also offers practical advice on recognizing signs of drug use and strategies to address this sensitive topic with teenagers.

M.V. Shreyams Kumar, Managing Director of Mathrubhumi, emphasized the campaign's unique approach, stating, "We aim to empower parents with actionable intelligence, moving beyond generic warnings. This is a battle we can win together by being proactive and informed." Raju Menon, MD of Maitri Advertising, added a practical perspective, acknowledging that while slang terms may evolve, the campaign gives parents an early advantage in detecting potential drug-related issues.

With this campaign, Mathrubhumi has initiated a much-needed conversation, encouraging parents and caregivers to take an active role in preventing drug abuse. The film has already sparked public discourse, indicating a positive step towards a healthier and more aware society.

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