Headspace Launches “Be Kind to Your Mind” Digital Campaign
Headspace today launches its first digital campaign in India, “Be Kind To Your Mind”. Through this campaign, Headspace aims to encourage people, especially millennials, to confront their deepest thoughts and feelings. Times Bridge, the global investment and venture capital arm of The Times Group, announced an investment in Headspace in 2020 and led the launch of Headspace in India. Since entering India, which coincided with the onset of the pandemic, Headspace’s member base in the country has grown by more than 50%.
Headspace’s new campaign is built around the idea that Indian millennials no longer approve of the ‘work hard, party hard’ culture and are rapidly replacing it with the concept of ‘work hard, sleep well’. Operating in a highly competitive environment, millennials often navigate various aspects of their lives that can lead to anxiety and self-doubt. Through this new initiative, Headspace urges people to take regular breaks from their stressful lives to control themselves and let go of the stress they may unconsciously carry throughout the day. The 360 degree campaign will run across all platforms including TV, OOH, digital and print.
The Headspace app comes with a library of content including guided meditations, soothing sleep aids, and targeted music playlists. In fact, two of Headspace’s Indian-tinged sleepcasts, Himalayan Mist & Bengal Forest, have outperformed all Headspace sleepcast launches in the past 3 years, ranking #1 and #2 respectively for over 60 days. which is a testament to Headspace’s growth and appetite in India. Marlet.
Commenting on the launch, Louise Troen, VP of International Marketing, said, “We are delighted to unveil our first market-focused campaign in India and have been truly encouraged by the market response since our launch. This speaks to India’s long-standing association with meditation and holistic living, and we are excited to further exploit this opportunity with a long-term market view in mind. Times Bridge’s understanding of the market has been instrumental in expanding Headspace’s reach in India. Going forward, our goal is to pursue and encourage more Indian audiences to seek balance in their busy and overburdened lives in the easiest way possible. Our new campaign, “Be Kind To Your Mind”, aims to both inspire and comfort people, reminding them of the importance of being in the right headspace, especially when faced with emotional or difficult feelings, which can otherwise be overwhelming to our minds. ”
Commenting on the launch, Viral Jani, EVP & Country Head India, TImes Bridge, said, “We are proud of our association with Headspace and are focused on harnessing the power of our expertise and network to support its location, growth and impact. Indians are rapidly embracing meditation and mindfulness platforms and Headspace is at the forefront of this trend. The multitude of activities planned for the “Be Kind to your Mind” campaign will create reach for Headspace’s easily accessible mindfulness routines in India and further fuel Headspace’s growth in the world’s largest open internet marketplace.
Headspace’s mission is to make mindfulness accessible to everyone, everywhere, and to play a role in improving mental well-being and happiness quotient around the world. Using Headspace has been scientifically proven to have favorable results such as stress reduction in just 10 days, as well as improved sleep and concentration, leaving consumers feeling better in minutes. The new “Be Kind To Your Mind” campaign sends a simple message to Indian users to move towards good mental health through regular meditation and mindfulness techniques available on the Headspace app.
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