Bengaluru: FRND, India’s avatar-based audio social discovery platform from the Interact Group, has launched its new campaign, ‘FRND Hai’, during Mental Health Awareness Month, highlighting the role of everyday conversations in helping young Indians navigate loneliness, anxiety, and emotional stress.
The campaign is rooted in the insight that sometimes all people need is someone to talk to. Through relatable “FRND Hai when…” moments, the digital-first initiative aims to showcase how simple, genuine conversations can offer comfort, emotional relief, and a sense of belonging, particularly among users from Tier 2–4 towns where conversations around mental health often remain stigmatised.
The campaign comes at a time when loneliness and emotional wellbeing are increasingly becoming major public health concerns globally. According to the company, FRND’s voice-first and avatar-based platform is designed to reduce barriers linked to appearance, identity, and social status, enabling users to engage in more authentic interactions.
The company said the platform currently facilitates nearly a million conversations, with users spending an average of over 30 minutes daily on the app. FRND also stated that its moderation infrastructure includes a 100-member moderation team supported by real-time AI systems to ensure safer interactions.
Commenting on the campaign, Bhanu Pratap Singh Tanwar, Co-founder & CEO, Interact Group, 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. This Mental Health Awareness Month, ‘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.”
As part of the campaign, FRND also shared stories from users who found emotional support through conversations on the platform.
Maheshwari, a 35-year-old user from Chennai, said, “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. 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.”
The campaign film has been rolled out across Instagram, Facebook, and YouTube under the hashtag #FRNDHai, aligning with this year’s global Mental Health Awareness Month theme, “More Good Days, Together.”
With digital communities expanding rapidly across smaller Indian towns and cities, the campaign reflects a broader shift in how social platforms are positioning themselves — not just as engagement-driven ecosystems, but as spaces designed to foster meaningful human connection and emotional support.
