Janhvi Kapoor started Off the Rocks because she noticed people generally don’t know enough about alcohol use disorder. While many people drink socially, she says very few understand when something casual becomes a real medical problem. This project is meant to make it easier to realize you have a problem and to get help.
The origin and purpose of Off the Rocks
Off the Rocks explains that alcohol addiction isn’t just about will power; it’s connected to how the brain works, your psychology, and how you feel. Almost one in five people who drink in India have trouble with alcohol, but most don’t get help from doctors because of the embarrassment and a lack of information.
Amaha is helping Off the Rocks be medically sound. Amaha is a large mental health organization with a team of doctors and specialists from different fields and programs for moderate to serious problems. Their commitment to treatment based on research and focusing on each person as an individual fits with what the campaign wants to achieve.
Why Amaha is the clinical partner
Dr. Amit Malik, who founded and runs Amaha, says addiction happens where brain science, psychology, and personal experience meet. Amaha will make sure all the information Off the Rocks provides is correct from a medical standpoint and directs people to reliable treatments, not just general advice or judgments about morality.
The initiative will offer talks led by experts, stories from people who’ve been through it, and easy-to-understand explanations of alcohol addiction and recovery. Clinicians at Amaha will check everything to be sure it’s accurate and to stop the spread of incorrect information. The intention is to be useful and based on clinical practice.
Program design and content approach
Off the Rocks isn’t a one-time thing, it’s something that will continue for a long time. It will have tools for people to figure out their own risk, understand what treatment involves, and find help either in their area or through video calls. The focus will be on treatments that have been proven to work, including evaluations by a psychiatrist and psychological therapy.
One of the most important goals of Off the Rocks is to get rid of the feelings of guilt and embarrassment that stop people from getting help. The campaign points out that alcohol addiction happens to people from all sorts of backgrounds and isn’t because of a lack of strength. Talking about it with medical professionals is a step towards people getting better.
Addressing stigma and access to care
This partnership is also working to remove obstacles to getting treatment by showing people a clear way to find care. By educating the public and at the same time giving people direct links to clinical help through Amaha, Off the Rocks hopes to change awareness into doing something about it, and to help people feel sure of their choices about treatment.
Janhvi will use her fame, things like interviews and social media, to get the message out and share true stories. The campaign will have regular events and updates to keep the conversation about alcohol use disorder going and to make sure people have current information.
Public engagement and next steps
If someone wants help, Off the Rocks will send them to Amaha for assessment and treatment, providing a way to go from realizing you have a problem to actually getting medical care. This is a good example of how a campaign using a celebrity can combine being well-known with professional care that has been proven by research.
Because Janhvi Kapoor is still working in movies and is in the public eye, Off the Rocks can reach a lot of people. With Amaha’s medical support and a firm focus on treatment and sympathy, the project has the potential to completely change how India views and deals with alcohol addiction.
