Cipla Health Limited’s flagship brand Prolyte ORS has rolled out a national campaign, #AsliORS, in observance of World ORS Day. The initiative aims to educate consumers on the importance of using W.H.O.-recommended oral rehydration solutions, especially during peak summer when dehydration risks are high.
The campaign highlights that many beverages, although marketed as hydrating, often lack the critical electrolyte-glucose balance necessary for proper hydration. Prolyte ORS, with its scientifically validated formula, delivers the right composition to support recovery from dehydration and prevent related health issues.
Kolkata anchors the campaign with impactful on-ground activations-including OOH hoardings, branded buses, mall events, and radio partnerships. Simultaneously, medical outreach continues in regions like Navi Mumbai (MGM Hospitals) and Telangana (in partnership with the Indian Academy of Pediatrics), through CME programs and pediatric camps.
Digital amplification plays a key role, with nutritionist collaborations, doctor-led videos in regional languages, and social media reels designed to drive engagement and behavioural change.
A standout feature is the launch of a ₹20 Prolyte ORS 125 ml pack-India’s first such offering-tailored for on-the-go, affordable hydration. This convenient format encourages daily consumption, especially in hot, urban environments.
“Our mission is to deliver wellness through informed choices,” said Shivam Puri, MD & CEO, Cipla Health. “With Prolyte ORS, we combine W.H.O. science, accessibility, and flavourful convenience to promote healthy hydration habits.”
The campaign reflects Cipla Health’s long-term focus on preventive care, blending scientific efficacy with real-world relevance across India.
