On Purpose has secured the public relations and strategic communications mandate for the India Mental Health Alliance (IMHA), a not-for-profit organisation founded by Vasvi and Ashish Bharat Ram in collaboration with Children First and AMAHA. The partnership focuses on strengthening IMHA’s presence within India’s evolving mental health discourse.
Under the mandate, On Purpose will handle media relations and strategic communications for IMHA, with an emphasis on amplifying its initiatives, convenings and events. The objective is to position IMHA as a collaborative voice advocating accessibility, equity and systemic improvement in mental health care.
Founded in 2023, IMHA has built an alliance of more than 250 members, including mental health organisations, cross-sector bodies, collectives of lived experience experts, funders and academic institutions. Its work centres on capacity building, collaborative learning and partnerships that aim to strengthen India’s mental health ecosystem.
For On Purpose, the mandate aligns with its stated mission of using communications as a tool for social change. The brief extends beyond visibility to shaping narratives that encourage informed and inclusive dialogue around mental health, an area that remains sensitive despite growing awareness.
Girish Balachandran, founder and managing director at On Purpose, said, “We’re proud to partner with IMHA at this formative stage in their journey to create a more equitable and capable mental health ecosystem in India. At On Purpose, we believe that changing the conversation is the first step to driving systemic change, and IMHA’s commitment to collaboration and capacity-building makes this a deeply meaningful association for us.”
From IMHA’s perspective, the partnership is intended to broaden reach and encourage collective action. Karan Malik, executive director, Kai India Mental Health Forum IMHA, said, “At IMHA, we think that mental health care has to be inclusive, reflective, and sensitive to the various realities of India. By collaborating with On Purpose, we will be able to broaden this discussion, make sure that our collaborations and programs reach more people, and encourage collective action for improved mental health.”
As mental health gains prominence within public policy, workplaces and popular culture, communications plays a central role in balancing awareness with responsibility. For agencies, mandates in this space demand careful navigation between advocacy, accuracy and empathy.
