‘Sadhanam Kayyilundo’: Mathrubhumi launches short film to help parents tackle drug abuse in children| WATCH

Kochi: Once associated with stereotypical images of drug addiction, the city now faces a more subtle challenge, with substance abuse reaching younger age groups and infiltrating spaces previously considered safe, such as schools and homes.

Contrary to the old public perception that drug users can be identified by appearance, many children and adolescents struggling with addiction are now blending in, dressing in school uniforms or white-collar attire.

Addressing this growing concern, Mathrubhumi has launched an initiative to equip parents with accurate information rather than relying on punishment or constant suspicion.

Through the short film “Sadhanam Kayyilundo”, starring actor Roshan Mathew, the company aims to educate parents on recognising signs of drug use, understanding the code words children may use, tracking financial transactions, and learning about the prices of commonly abused substances.

MV Shreyams Kumar, Managing Director of Mathrubhumi, said “through the short film 'Sadhanam Kayyilundo', starring young film star Roshan Mathew, Mathrubhumi has tried to bring valuable knowledge like code words used by children in relation to drugs, tips for identifying children using drugs, the price of drugs, and monitoring of money transactions to parents in an interesting way.The film empowers parents to guide their children effectively without direct confrontation."

The film was produced for Mathrubhumi by Maithri Advertising Works.

This initiative goes beyond calls for community action against drug abuse, providing parents with practical knowledge to prevent and address addiction among the youth.