New Delhi: Eli Lilly and Company (India) has announced the next phase of its integrated obesity awareness initiative with the launch of a new campaign aimed at reshaping how obesity is perceived and discussed in India. The campaign seeks to move the public discourse away from judgment and appearance-led narratives towards science, empathy and informed medical guidance.
Led by well-known Indian personalities, the campaign blends lived experiences with science-led perspectives to challenge obesity-related stigma and reinforce the importance of consulting doctors as part of a comprehensive obesity care pathway. As part of the initiative, three films have been developed—the first featuring Boman Irani and Kayoze Irani, the second starring Ratna Pathak Shah and Supriya Pathak, and the third featuring Varalaxmi Sarathkumar.
Obesity in India is often framed as a consequence of willpower and lifestyle choices alone. The campaign challenges this perception by highlighting a science-based reality: obesity is recognised by the World Health Organization as a chronic, complex disease influenced by biological, genetic, environmental and metabolic factors. Through familiar family and social settings, the films reflect the lived experiences of individuals who frequently face judgment and self-blame, reframing these moments with empathy and scientific understanding.
Within the campaign narratives, the featured personalities highlight the supportive role that friends and family can play in offering empathy, encouragement and understanding—helping make the decision to visit a doctor feel empowering rather than shameful. At the same time, the campaign positions obesity clearly as a medical condition, emphasising the central role doctors play in diagnosis and evidence-based care, and encouraging informed decision-making as part of a compassionate public narrative.
Commenting on the initiative, Gaurav Mehta, Senior Director, Marketing and Strategic Capabilities, Eli Lilly and Company (India), said, “Obesity has long been misunderstood in India, frequently framed as a matter of personal choice rather than acknowledged as a complex medical condition. 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.”
