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Summary:Eli Lilly and Company (India) has launched the next phase of its obesity awareness initiative with a new campaign aimed at changing how obesity is perceived in the country. Featuring prominent Indian personalities in three films, the campaign combines real-life experiences with scientific perspectives to shift the conversation from blame and appearance to empathy and medical understanding. It emphasizes that obesity is a chronic, complex disease influenced by multiple factors, as recognized by the WHO, and highlights the importance of consulting qualified doctors for evidence-based care. With nearly 100 million people affected in India, the initiative seeks to reduce stigma, encourage informed decision-making, and promote a more compassionate and comprehensive approach to obesity management. Eli Lilly and Company (India) has announced the next phase of its comprehensive obesity awareness initiative, introducing a new campaign designed to transform how obesity is understood and discussed across the country. Spearheaded by well-known Indian figures, the campaign combines lived experiences with science-driven insights to move the narrative away from judgment and physical appearance toward science and compassion. It also underscores the importance of seeking medical guidance as part of a holistic approach to obesity care. As part of this effort, three films have been created: one featuring Boman Irani and Kayoze Irani; another with Ratna Pathak Shah and Supriya Pathak; and a third starring Varalaxmi Sarathkumar. In India, obesity is frequently viewed solely as an issue of willpower and lifestyle choices. This campaign seeks to challenge that belief by highlighting the scientific understanding that, as recognized by the World Health Organization (WHO), obesity is a chronic and multifaceted disease shaped by biological, genetic, environmental, and metabolic influences. Through familiar family and social situations, the films portray the realities of individuals who often experience judgment and self-blame, reframing these interactions with empathy and evidence-based insight. The featured personalities emphasize the meaningful role that friends and family can play by offering support, understanding, and encouragement—helping make the decision to consult a doctor feel empowering rather than stigmatizing. At the same time, the campaign reinforces the recognition of obesity as a medical condition, positioning doctors at the core of diagnosis and evidence-based treatment to support informed choices and promote a more compassionate public dialogue. “Obesity has long been misinterpreted in India, often treated as a matter of personal responsibility instead of acknowledged as a complex medical condition,” said Gaurav Mehta, Senior Director, Marketing and Strategic Capabilities, Eli Lilly and Company (India). “With this next stage of our campaign, we aim to reshape the conversation by integrating scientific knowledge with relatable, real-world stories that reflect the lived realities of people affected by obesity. Our goal is to shift the focus from blame to understanding, reduce stigma, and encourage individuals to pursue appropriate, evidence-based care in consultation with qualified doctors, who play a vital role throughout the treatment journey.” Nearly 100 million people in India are affected by obesity. With adult obesity prevalence estimated at around 6.5 percent in 2023, there is a pressing need to move beyond blame and adopt a new model of comprehensive care, alongside lifestyle modifications, that individuals living with obesity deserve. This campaign is solely intended to raise awareness and provide education about the disease and does not endorse any particular product, treatment, or therapy. Individuals are advised to seek guidance from qualified healthcare professionals for medical advice.

Tag: Public Healthcare

Lilly’s latest obesity awareness initiative aims to transform the conversation around obesity by moving it away from blame and toward a focus on science and compassion

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