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.
MAM
PwC India announces leadership change in Deals practice
Shashank Jain steps down as co-leader after nearly three decades with the firm.
MUMBAI: When one dealmaker steps off the pitch, another is ready to take the baton because in the fast-moving world of transactions, the game never really stops. PwC India has announced a leadership transition in its Deals practice, with Shashank Jain stepping down from his role as co-leader to pursue an opportunity in the industry. The practice will continue to be led by Mohit Chopra, ensuring continuity and sustained growth momentum.
PwC India partner and leader for advisory dinesh Arora paid tribute to Jain’s contributions. “We deeply appreciate the significant contributions made by Shashank over close to three decades he has spent with PwC, particularly his defining role in shaping and strengthening our Transaction Services practice in India,” he said. Arora highlighted Jain’s support for clients through some of the most complex and significant transactions in the Indian market, noting his deep technical expertise, sound judgment and nuanced understanding of the evolving M&A landscape.
The Deals practice remains a key growth driver for PwC India, and the firm expects continued expansion under Mohit Chopra’s leadership. He will continue to guide clients through complex transactions and transformational business moments, building on the strong foundation established over the years.
Reflecting on his journey, Shashank Jain said, “I have had an exceptional journey at PwC. I owe my growth and learning to the nurturing environment and leadership development that PwC provided.” He added that he had been working closely with Mohit and the larger team to ensure a smooth transition and expressed confidence that Chopra would take the Deals practice to newer heights.
From intern to respected deals leader, Shashank Jain has clearly closed many successful transactions and now, it seems, he’s ready to strike a new deal of his own.
