MAM
Breaking youth drug codes with Mathrubhumi’s parent-focused campaign
MUMBAI: When it comes to tackling substance abuse, Mathrubhumi is proving that knowledge is the ultimate weapon. The media house’s latest anti-drug campaign, featuring youth icon Roshan Mathew, isn’t about moralising or over-dramatising, it’s about arming parents with the tools they need to spot trouble before it escalates.
Titled simply yet powerfully, the campaign takes a realistic, engaging approach to the complex issue of youth drug use. It dives straight into the world parents rarely see, decoding the slang, secret codes, and even the pricing of substances that school-going children might encounter. By blending hard facts with practical guidance on monitoring financial transactions and recognising behavioural red flags, the initiative goes beyond typical warnings.
“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 Mathrubhumi managing director M.V. Shreyams Kumar. The approach shifts the focus from scaring young people to equipping the adults closest to them parents, families, and teachers with actionable insight.
Maitri Advertising managing director Raju Menon of which conceptualised the short film, emphasised the strategy behind the realism. “While most anti-drug campaigns target the users themselves, we wanted to speak to those most likely to identify the issue early. Sure, kids might adapt their slang after seeing this, but at least we give parents a headstart.”
The short film’s reception has been electric, sparking conversations across social media and in households alike. Its appeal lies in its authenticity: instead of bombarding viewers with fear-inducing images or exaggerated scenarios, it presents knowledge in a digestible, relatable format. Parents are shown not just what to look for, but how to interpret subtle signals from behaviour, conversations, and even financial patterns, a roadmap for proactive engagement.
By leveraging Roshan Mathew’s relatability among the youth, the campaign bridges the generational gap. It reminds parents that influencing children about the dangers of drugs isn’t about confrontation, it’s about connection, awareness, and timely action. Every code word decoded, every price point revealed, and every practical tip shared is a small but crucial victory in the fight against substance abuse.
Mathrubhumi’s initiative stands out for transforming anti-drug messaging from abstract warnings into tangible, everyday tools for parents. It’s a campaign that proves education and awareness can be both accessible and compelling, encouraging adults to step into the roles they’re naturally equipped for guides, protectors, and early responders. In a world where quick fixes and shortcuts often dominate, Mathrubhumi reminds us that vigilance, knowledge, and parental involvement remain the most effective measures.
With this campaign, the message is crystal clear: the first line of defence against youth drug abuse isn’t law enforcement or peer pressure, it’s informed, attentive parents, ready to decode the hidden signals before it’s too late.
Digital
Galleri5 launches India’s first AI cinema OS at India AI Summit
Collective Artists Network unveils end-to-end production platform powering Mahabharat series and Hanuman teaser.
MUMBAI: India’s cinema just got an AI operating system upgrade because why settle for tools when you can have a full production command centre? Collective Artists Network and Galleri5 today unveiled Galleri5 AI Studio at the India AI Impact Summit in New Delhi, billing it as the country’s first cinema-native production technology platform. Launched on 20 February 2026, the system acts as an end-to-end orchestration layer for film and television, integrating generative AI, LoRA-driven character architecture, controlled shot pipelines, 3D/VFX tools, lip-sync, upscaling, quality control, and delivery, all tuned for theatrical and broadcast standards.
Unlike piecemeal AI tools, Galleri5 controls the entire stack from script and world-building to final master output. Filmmakers retain creative authorship, continuity, and IP security while slashing timelines from years to months.
The platform is already in live use at scale. Mahabharat: Ek Dharmayudh, an AI-powered series produced under Collective’s Historyverse banner, is airing on Star Plus and streaming on JioHotstar, ranking among the top-watched shows in its slot. Meanwhile, Chiranjeevi Hanuman – The Eternal (produced by Star Studios 18) dropped its teaser on IMAX screens, leveraging Galleri5’s infrastructure for the visuals.
Collective Artists Network founder and group CEO Vijay Subramaniam said, “For India to lead in the next era of storytelling, we have to think beyond tools and start building systems. This is about putting durable production infrastructure in place so creators can dream bigger, producers can execute faster, and our stories can travel further.”
Galleri5 partner at Collective and CEO Rahul Regulapati added, “Cinema requires precision, repeatability, and control. Off-the-shelf AI doesn’t solve that. Orchestration does. We built an operating system where technology bends to filmmaking, not the other way around.”
Under Historyverse, Collective Studios is developing a slate including Hanuman, Krishna, Shiva, and Shivaji blending advanced AI systems with traditional craft. The summit session featured directors from Hanuman, Krishna, and Shiva alongside Collective leaders, diving into real-world case studies: what delivers on screen, what glitches, and how production economics are shifting.
At a summit packed with global tech brass and policymakers, Galleri5 stakes a bold claim, cinema’s future belongs to integrated systems, not isolated gadgets and India is building one right now. Whether you’re a filmmaker eyeing faster workflows or just curious about AI remaking epics, this OS could be the script-flip the industry didn’t see coming.
