MUMBAI: On the occasion of World ORS Day, Cipla Health Limited’s flagship brand Prolyte ORS has launched a nationwide awareness campaign “#AsliORS”, spotlighting the importance of W.H.O-recommended oral rehydration solutions. The campaign aims to raise awareness on the importance of picking the right ORS with W.H.O-approved formula, i.e. the ‘Asli ORS’ and on the importance of incorporating ORS into daily life.
The initiative spans a 360-degree roll-out to reach the audience and highlight that many beverages that are commonly perceived as hydrating often lack the essential electrolytes needed for effective hydration. The WHO-approved formulation can deliver the right balance of electrolytes for optimal hydration, providing the body to counter dehydration and related symptoms.
The campaign is anchored in Kolkata, and the initiatives in the city range from high-impact on-ground and outdoor activations. These include out-of-home hoardings across key city spots, branded buses, radio associations, mall activity to engage and educate consumers directly. Furthermore, engagement continues across other regions in the country, with Continuous Medical Education (CME) programs being held at Navi Mumbai’s MGM hospitals and pediatric outreach camps and CME in association with IAP in Telangana. Prolyte ORS is further amplifying the message through nutritionist collaborations, doctor-led videos in regional languages, and sustained digital engagement via social media reels and posts.
A highlight of the campaign is the launch of the new Rs. 20 Prolyte ORS pack in 125 ml, a first of its kind introduced by an ORS brand in India, making hydration affordable and accessible. Designed for affordability and convenience, the pack is ideal for on-the-go hydration and impulse consumption.
Shivam Puri, MD, CEO, Cipla Health said, “At Cipla Health, we are championing everyday wellness solutions by bringing exactly what our consumers need. With the continuing rise of health consciousness, our Prolyte ORS is positioned as a unique ORS that combines goodness of the WHO recommended formulation while providing consumers with the convenient packs in 10 delightful favours that appeal to them. Keeping this purpose at the core, this World ORS Day we want to equip consumers, caregivers, and medical professionals with the right awareness and access, so people can make informed choices for their health. We believe that good health begins with informed choices, and Prolyte ORS is one of those choices for the consumers to remain hydrated in easy and enjoyable way.”
The multi-pronged strategy looks to reinforce Cipla Health’s commitment to preventive care and hydration awareness, especially during peak summer months.
