Kochi: Mathrubhumi has launched a powerful and thought-provoking anti-drug initiative titled ‘Sadhanam Kayyilundo?’—a campaign that has already garnered widespread acclaim for its fresh, realistic, and action-oriented approach to combating substance abuse.
Focusing primarily on educating parents, the campaign features youth icon Roshan Mathew and stands out for steering clear of the typical over-dramatization often seen in anti-drug messaging. Instead, it takes a grounded approach that seeks to equip families with the tools and knowledge needed to address the issue effectively.
The initiative delivers practical, actionable intelligence in an engaging and accessible format. It provides insights into code words and slang commonly used among young people, especially school students, along with tips on identifying users, information on drug pricing, and guidance on monitoring financial transactions — all designed to empower parents to take early preventive action.
“We aim to go beyond mere warnings and public appeals. The goal of this campaign is to arm parents with the specific knowledge they need to win this fight,” said M.V. Shreyams Kumar, Managing Director of Mathrubhumi.
“While most anti-drug campaigns target the users, we wanted to speak to those who are most likely to be able to spot the trouble at an early stage. Of course, kids might change their slang after this, but at least we can give parents a headstart,” added Raju Menon, MD, Maitri Advertising.
Conceptualized by Maitri Advertising Works for Mathrubhumi, the short film accompanying the campaign has already sparked significant public discussion across Kerala. Its core message emphasizes that the most effective way to influence children about the dangers of drug use is through parents, families, and teachers—those who understand them best.
With ‘Sadhanam Kayyilundo?’, Mathrubhumi reinforces its commitment to social responsibility and continues to play a vital role in raising awareness on pressing societal issues through impactful storytelling and community engagement.
Agency Credits:
Agency: Maitri Advertising Works Pvt. Ltd.
Managing Director : Raju Menon
Director – Ideation: Venugopal R
COO: Jaya Kumar
Creative Director: Francis Thomas
Head(Digital & Creatives):Ajay Sathyan
Associate Ideation Director: Sunu AV
Concept & Script: Harikrishnan PV
Ideation Supervisor: Ajaykrishna Rajeev
Media Planners: Sreerag M, Irfan Sabee
