India’s 150 million elderly population is staring at a dementia epidemic. It is a ticking time bomb but social stigma prevents any open conversations about the condition. 

40% of dementia cases are preventable. But only if we address the controllable risk factors such as isolation, physical inactivity and lack of mental stimulation. 

But how do we break the silence to effectively get this message across? 

As a leading gaming company, MPL turned to India’s young gamers for the answer.

Our strategy was to build alliances on two fronts. First, we created a coalition of experts in dementia and elder care like Dementia India Alliance (DIA), VridhCare, ElderAid and Kaha Mind. Second, we built an army of people who could go out and help raise awareness. With over 400 million gamers, the campaign aimed to transform this highly-engaged cohort into champions