The Tata Trusts has introduced a new dementia awareness campaign, ‘Vajood Rahe Maujood’, aimed at changing how people understand and respond to dementia in India.
The campaign moves the conversation beyond the commonly understood association of dementia with forgetfulness and memory loss, highlighting how the condition can gradually influence a person’s roles, relationships, abilities and overall sense of identity.
The initiative is based on insights gathered from people living with early-stage dementia, caregivers and healthcare professionals. Through these perspectives, the campaign encourages families to recognise subtle changes earlier, initiate conversations and take timely steps to support their loved ones.
In India, early signs of dementia are often dismissed as a normal part of ageing or simply described as a condition involving forgetfulness. Tata Trusts seeks to challenge this perception by highlighting the less visible impact of dementia: the gradual erosion of identity as the condition progresses.
India’s ageing population makes dementia an increasingly important public health concern. The campaign therefore focuses on improving awareness and encouraging families to respond to early changes rather than overlooking them.
Shilpi Ghosh, Head – Brand & Marketing Communications, Tata Trusts, said that lack of awareness remains one of the major barriers to addressing dementia in India. She explained that the campaign was designed around people experiencing mild symptoms, with the insight around loss of identity helping create communication that is empathetic while also encouraging families and caregivers to take action.
The campaign’s strategic communication was developed by Wolfzhowl. Kalyan Challapalli, Founder & Chief of Strategy, Wolfzhowl, highlighted that dementia affects more than the individual diagnosed with the condition, creating consequences for caregivers, families, healthcare systems and the wider economy.
He also pointed to the lack of commonly used regional-language terminology for dementia and its early symptoms, which can make the condition harder for people to recognise and discuss. The campaign aims to provide a more accessible way for communities to understand the condition and initiate conversations.
The campaign has been brought to life through a short film rather than a conventional public-service announcement. The narrative follows an everyday relationship between a mother and her son, allowing viewers to notice subtle changes in the mother’s behaviour and abilities.
Keigan Pinto, Creative Chief, Writer and Director, said the creative approach was intended to portray the invisible nature of identity loss without reducing dementia to a checklist of symptoms. A poem written by the son for his mother’s birthday serves as the central storytelling device, helping him approach a difficult conversation with empathy and care.
The film features Geeta Agarwal Sharma, known for her work in Laapataa Ladies and 12th Fail, as the mother experiencing early signs of dementia, while Priyanshu Painyuli, known for Mirzapur and Extraction, portrays her son and primary caregiver.
The campaign deliberately places a son in the role of primary caregiver, while featuring a woman as the central character. This approach reflects the significant impact dementia has on women and seeks to encourage greater participation from men in caregiving responsibilities and family discussions around dementia.
The Tata Trusts also highlights the importance of acting early, noting that a substantial proportion of dementia cases may potentially be prevented or delayed. Changes associated with dementia can begin years before symptoms become clearly visible, making awareness, screening and early diagnosis important tools for improving outcomes.
Through ‘Vajood Rahe Maujood’, Tata Trusts hopes to encourage families to pay attention to small behavioural and cognitive changes, have difficult conversations sooner and take steps that can help preserve the identity, dignity and quality of life of people living with dementia for as long as possible.
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