Actor Janhvi Kapoor has partnered with Amaha to launch ‘Off the Rocks’, a long-term alcohol awareness initiative aimed at reframing addiction as a clinical mental health condition rather than a moral failing.
The initiative comes at a time when alcohol consumption is increasingly normalised in social settings, yet awareness around dependency and addiction remains limited. Studies suggest that nearly one in five alcohol users in India may experience addiction, but many remain undiagnosed due to stigma, lack of awareness, and limited access to professional care.
‘Off the Rocks’ is designed as a structured, community-driven effort that moves beyond traditional campaigns. It aims to shift public discourse from silence and judgment to clinical understanding, self-awareness, and access to evidence-based care.
To ensure the initiative is grounded in medical credibility, Kapoor collaborated with Amaha, a full-spectrum mental health organisation known for its evidence-based approach. With a network of over 200 mental health professionals and millions of users globally, Amaha provides psychiatric care, therapy, and long-term recovery programmes, including support for alcohol use disorders.
The initiative will roll out as a multi-format, ongoing platform, featuring expert-led discussions, personal stories, explainers, and accessible resources. Each piece of content will be clinically reviewed to ensure accuracy and responsibility, with a focus on helping individuals recognise when casual drinking crosses into dependency and where to seek help.
