Eli Lilly Expands Obesity Awareness Campaign in India

Eli Lilly and Company (India) has launched the next phase of its integrated obesity awareness campaign in India, aiming to change how obesity is understood and discussed across the country.

Announced today, the initiative shifts the focus from blame and appearance to science and empathy, urging people to consult doctors as part of a comprehensive care pathway.

The campaign features three films led by well-known Indian personalities. One stars Boman Irani and Kayoze Irani, another brings together Ratna Pathak Shah and Supriya Pathak, and the third features Varalaxmi Sarathkumar. Each film draws from real-life family and social moments, showing how casual judgment and self-blame can impact individuals living with obesity.

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At the heart of the obesity awareness campaign is a science-backed message. The company references the World Health Organization (WHO), which recognizes obesity as a chronic, complex disease influenced by biological, genetic, environmental, and metabolic factors—not just willpower or lifestyle choices. By blending lived experiences with medical insight, the campaign aims to reshape public perception and reduce stigma.

“Obesity has long been misunderstood in India, frequently framed as a matter of personal choice rather than acknowledged as a complex medical condition,” said Gaurav Mehta, Senior Director, Marketing and Strategic Capabilities, Eli Lilly and Company (India). “Through this next phase of our campaign, we aim to reframe the conversation by combining scientific insight with relatable, real-life narratives that reflect the lived experience of people living with obesity. Our focus is to move the dialogue from blame to understanding, reduce stigma, and empower individuals to seek appropriate, evidence-based care in consultation with qualified doctors who play a central role across the treatment journey.”