India’s avatar-based audio social discovery platform FRND has launched a new campaign titled ‘FRND Hai’ as part of Mental Health Awareness Month, spotlighting how simple, everyday conversations can help alleviate loneliness, reduce anxiety and ease daily emotional stress among young Indians.
The campaign arrives at a time when conversations around mental health are becoming increasingly urgent. According to the World Health Organization, loneliness has now emerged as a global public health concern, while India continues to witness a growing mental health burden, especially among younger audiences navigating emotional isolation, digital fatigue and social pressure.
Built around the idea that “someone is always there to talk to here,” the campaign focuses particularly on young users from Tier 2, Tier 3 and Tier 4 towns, where access to formal mental health resources often remains limited and emotional vulnerability continues to carry social stigma.
The campaign film, launched under this year’s Mental Health Awareness Month theme “More Good Days, Together,” captures relatable “FRND Hai when…” moments that reflect how a single conversation can often create emotional comfort during difficult situations.
At the center of the campaign is FRND’s voice-first and avatar-based platform design, which removes barriers associated with appearance, identity and social status, allowing users to connect more authentically through conversations instead of curated social profiles. The company said users currently spend an average of over 30 minutes daily on the platform, collectively driving nearly a million conversations.
To ensure safer interactions, FRND also highlighted its moderation infrastructure, which includes a 100-member moderation team supported by real-time AI systems designed to maintain respectful and secure conversations on the platform.
The campaign also features real user experiences to underline the emotional impact of digital companionship platforms. Maheshwari, a 35-year-old user from Chennai, shared how the platform helped him cope with loneliness after a divorce.
Commenting on the campaign, Bhanu Pratap Singh Tanwar said, “Mental health is not an urban luxury but is the defining wellbeing challenge of our generation. Yet for millions of young Indians, the first barrier isn’t access to resources; it is simply not having enough support and access to someone to talk to.”
He further added, “‘FRND Hai’ is our reminder to young India that no worry is ever too small to talk about. Sometimes, a single conversation or simply opening up can make you feel lighter and less alone. Whether you’re unable to sleep after a difficult moment, have had a terrible day, or just need someone to listen without judgement on FRND, there’s always someone available to talk to. For fun banter, friendly advice, or simply human connection, FRND Hai.”
“After my divorce, I was dealing with extreme loneliness, stress, and sleepless nights. I was active on social media, but I realised that having followers and getting likes didn’t mean having someone to actually talk to,” he said.
“When a friend introduced me to FRND, things changed. For the first time, I had a space where I could express myself without being judged, just talk, be heard, and feel like I mattered. FRND didn’t just help me cope; it helped me find my voice again. Today, I feel emotionally stronger, more confident, and more connected to people than I ever did scrolling through my feed. Sometimes, healing begins with just one honest conversation.”
