FRND, the avatar-based audio social discovery platform from Interact Group, has launched a new campaign titled ‘FRND Hai’ during Mental Health Awareness Month. The initiative focuses on how everyday conversations can help reduce loneliness, anxiety and daily emotional stress among young Indians, particularly in Tier 2, Tier 3 and Tier 4 markets.
The campaign aligns with this year’s global Mental Health Awareness Month theme, ‘More Good Days, Together’, and is built around the insight that accessible human connection can play a significant role in emotional wellbeing.
Through a series of relatable ‘FRND Hai when…’ moments, the campaign aims to illustrate how simple conversations and non-judgemental listening can create emotional support for users navigating stress, isolation and social anxiety.
FRND said the initiative responds to growing mental health concerns in India, where emotional wellbeing conversations often remain limited, particularly in smaller towns and cities where access to mental health resources is lower and social stigma around vulnerability continues to persist.
According to the company, the World Health Organization has identified loneliness as a global health threat, with one in four people worldwide affected. FRND also cited estimates suggesting that more than 200 million people in India live with mental health conditions.
The campaign film is currently live on YouTube as part of the broader digital rollout.
FRND said its voice-first and avatar-based platform design is intended to remove social barriers linked to appearance, identity and status, enabling users to connect through conversations rather than profile-driven interactions. The company stated that users currently spend more than 30 minutes daily on the platform, which facilitates close to a million conversations.
The platform also highlighted its moderation infrastructure, which includes a 100-member moderation team alongside AI-led monitoring systems aimed at maintaining a safe and respectful user environment.
Bhanu Pratap Singh Tanwar, co-founder and 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.”
The campaign also includes user-led storytelling. Maheshwari, a 35-year-old FRND user from Chennai, shared her experience with the platform following a divorce.
“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,” she said.
FRND said the campaign reflects a broader shift in how digital communities are being evaluated, with emotional connection and user wellbeing becoming increasingly important alongside traditional engagement metrics.
Founded in 2019 by Bhanu Pratap Singh Tanwar and Harshvardhan Chhangani, FRND operates in 10 Indic languages and focuses on users aged 18-35 across emerging Indian markets.
