Mumbai: With dengue continuing to remain a major public health concern across India, ALL OUT, one of the country’s leading mosquito repellent brands, has partnered with Omnicom Media’s OMD India and India Today Group to launch ‘Saath Ladenge Dengue Se’, a nationwide awareness initiative aimed at helping citizens better understand, prevent and respond to one of India’s most persistent mosquito-borne health threats.
The initiative was launched with the release of its first expert-led discussion, bringing together healthcare professionals, government representatives and policy experts to address common misconceptions around dengue while sharing practical guidance for families and communities to stay protected.
Designed as a multi-platform public awareness campaign, Saath Ladenge Dengue Se will roll out across the India Today Group network in the coming weeks through doctor-led explainers, short-format educational content, influencer collaborations, podcasts and special programming across Aaj Tak, India Today TV, Good News Today, The Lallantop and digital platforms.
The campaign aims to build greater public understanding around dengue prevention, early identification of symptoms, risk factors and community preparedness by amplifying expert voices and encouraging proactive action.
Speaking about the initiative, Gaurav Verma, COO, Aaj Tak, said, “Large-scale public awareness initiatives can create impact and lasting behavioural change when trusted information reaches people at the right time. Through this partnership with ALL OUT, we aim to drive greater awareness, promote preventive action, and empower citizens to protect themselves and their families from dengue. If our initiative inspires even a few families to take preventive measures before dengue strikes, we will make a real difference”
Ratanjit Das, Managing Director and CEO, Brillon Consumer Products Pvt. Ltd., said, “Dengue is a growing mosquito borne disease in India, with the country accounting for nearly one-third of the global burden. However, a large section of the population remains unaware that mosquitoes cause Dengue, how serious its health consequences can be, and how to protect themselves and their families from it. At ALL OUT, we believe that dengue is preventable and that urgent action must be taken to control this growing threat. However, fighting dengue is not the responsibility of individual households alone. Through the Saath Ladenge Dengue Se initiative, ALL OUT aims to provide a platform that brings together various stakeholders in the collective fight against dengue. Through our partnership with India Today Group, we hope to create awareness and drive action at both the household and community levels. We urge more stakeholders to join us in the Saath Ladenge Dengue Se initiative.”
Adding to this, Anisha Iyer, CEO, OMD India, said, “When media has the power to do more than inform, it can inspire action. Through ALL OUT’s ‘Saath Ladenge Dengue Se’ initiative, we leveraged the scale and credibility of trusted media platforms to turn awareness into participation, empowering communities to take simple yet meaningful steps towards dengue prevention. When community action and media come together, they can create a tangible impact where it matters most.”
