Campaign aims to encourage conversations around chronic pain, mobility care, and emotional wellbeing among fathers and elderly individuals
Mumbai: Ahead of Father’s Day, CURAPOD, a Made-in-India non-invasive and personalised pain management brand, has launched its new initiative titled “21 Days, 21 Fathers.” The campaign seeks to encourage meaningful conversations around chronic pain, mobility limitations, emotional wellbeing, and ageing among fathers and elderly individuals who often continue to endure discomfort silently.
At the heart of the initiative is a reality commonly seen across Indian households — many fathers choose to live with pain without openly acknowledging it or seeking timely medical support. Conditions such as stiffness, fatigue, joint pain, and reduced movement are frequently accepted as a natural part of ageing, even when they gradually begin to impact independence, confidence, and everyday routines.
Through digital storytelling, real-life narratives, and community-led conversations, “21 Days, 21 Fathers” aims to shift the focus from symbolic gestures of care to sustained attention toward mobility health, recovery, and quality of life. The initiative encourages families to actively engage in conversations around physical discomfort, movement challenges, and emotional wellbeing among elderly family members.
The campaign has also been shaped by the personal experiences of CURAPOD’s founders. Co-founder & CTO Surya Maguluri shared that witnessing unspoken pain within family environments inspired the initiative’s larger purpose. Similar experiences were echoed by Sri Velliyur, Co-founder & CEO of CURAPOD, who observed his own father silently navigating chronic pain and mobility challenges for years.
These shared experiences ultimately brought the founders together with a vision to make accessible, non-invasive pain management solutions more widely available. According to the company, one of the biggest challenges is that pain often goes unaddressed until it significantly affects independence, emotional wellbeing, and daily functioning.
Speaking about the initiative, Surya Maguluri, Co-founder & CTO, CURAPOD, said, “In many Indian families, fathers continue to live with pain without expressing it or seeking timely support. With ‘21 Days, 21 Fathers,’ our intent is to encourage families to have more honest conversations and to recognise that care begins much earlier than when pain becomes limiting. We often assume discomfort is a natural part of ageing, but early attention and empathy can meaningfully improve quality of life.”
As part of the campaign, CURAPOD will also collaborate with community groups and senior-focused organisations to spread awareness around mobility care, physiotherapy support, recovery management, and non-invasive pain relief approaches.
Over the course of 21 days, the initiative will feature stories, discussions, and community interactions that highlight real experiences related to ageing and mobility challenges. Through this effort, CURAPOD hopes to inspire a broader cultural shift toward early awareness, empathy, and proactive mobility care while honouring the resilience of fathers who often carry pain in silence.
