Cipla launches 'Win Over Weight' campaign on obesity care

Cipla Limited has announced their “Win Over Weight” campaign on a national scale to create a new impression of obesity in India. “Win Over Weight” will move the conversation away from weight-based stigma to a conversation that focuses on being healthy and thriving due to tangible benefits (i.e., daily living skills, such as mobility, self-esteem, and quality of life), by re-positioning the idea of seeing a doctor as an empowering decision, rather than the last option.

“Win Over Weight” is a comprehensive program designed throughout the campaign whereby the message will promote an empathetic, scientific-based approach to understanding obesity, explain/inform regarding ongoing efforts to manage health conditions for many years, provide real-life examples of success from medical & lifestyle programs, and make the solution relatable and accessible through easy-to-understand education about how to care for obesity.

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According to a Cipla spokesperson, “Obesity is a multifaceted, progressive disease with serious health implications; however, there are many misconceptions regarding this condition.” The spokesperson continued to say that the goal of the campaign will be to change the management of the disease from science to the basis of stigma and make the act of going to see a medical professional earlier than the act of responsibility and empowering an individual's health journey.

According to Rohit Malkani, Chief Creative Officer of Saatchi & Saatchi India, “This campaign provides a story based on the personal experience of individuals who are successfully managing their weight through positive messages and real experiences, creating a story about how to transform the way India talks about obesity through inspiring and educating the public”.