“Be Kind To Your Mind,” Headspace’s first digital campaign in India, debuts today. Headspace is encouraging people, particularly millennials, to confront their innermost ideas and feelings through this commercial.
Times Bridge, The Times Group’s global investments and venture capital arm, announced an investment in Headspace in 2020, which led to the company’s launch in India. Headspace’s membership base in India has expanded by more than 50% since its launch, which corresponded with the start of the pandemic.
The new Headspace campaign is based on the observation that Indian millennials are rapidly replacing the ‘work hard, party hard’ attitude with the concept of ‘work well, sleep well.’ Millennials are often navigating many elements of their lives that might contribute to anxiety and self-doubt while working in a highly competitive setting.
Headspace is encouraging people to take regular stops during their busy lives to check in with themselves and let go of the tension they may be carrying unintentionally throughout the day through this new programme.
Guided meditations, peaceful sleep casts, and concentrated music playlists are among the features of the Headspace app.
Louise Troen, VP of International Marketing, commented on the launch, saying, “We are excited to debut our first market-focused campaign in India, and we have been tremendously encouraged by the market response since our launch.”
This is a testament to India’s long-standing affinity with meditation and holistic living, and they are eager to capitalise on this opportunity in the long run. The industry knowledge of Times Bridge has been essential in growing Headspace’s reach in India.
“Be Kind To Your Mind” is a new campaign that intends to both inspire and soothe people by reminding them of the significance of being in the correct Headspace, especially when presented with difficult emotions or feelings that can otherwise be overwhelming for our minds.
Viral Jani, EVP & Country Head India, Times Bridge, commented on the launch, saying that they are pleased with their partnership with Headspace and are committed to utilising their market knowledge and network to help it localise, expand, and influence.
Headspace is at the vanguard of this trend, with Indians quickly adopting meditation and mindfulness programmes. The “Be Kind to Your Mind” campaign’s bevvy of events will increase awareness of Headspace’s easily available mindfulness practises in India and help the company develop in the world’s largest open internet market.
The purpose of Headspace is to make mindfulness accessible to everyone, everywhere, and to contribute to improving the world’s mental health and happiness. Headspace has been scientifically demonstrated to have positive consequences, including stress reduction in just 10 days, improved sleep and focus, and the ability to feel better in minutes.
The new “Be Kind To Your Mind” advertisement sends a simple message to Indian consumers, encouraging them to practise regular meditation and mindfulness practises accessible on the Headspace app to improve their mental health.
The 360-degree campaign will be launched across many media, including television, outdoor advertising, digital, and print.
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