Eli Lilly and Company (India) has unveiled the next phase of its obesity awareness initiative with a new integrated campaign aimed at fostering a more informed and empathetic dialogue around obesity. The initiative blends lived experiences with medical insight to shift the narrative away from appearance-based judgment and toward science-backed understanding.
The campaign features three films starring Boman Irani and Kayoze Irani; Ratna Pathak Shah and Supriya Pathak; and Varalaxmi Sarathkumar. Set within familiar family and social contexts, the films portray the subtle stigma and casual judgments often experienced by individuals living with obesity, while reinforcing the importance of empathy and medical consultation.
Addressing the misconception that obesity is merely a result of lifestyle choices, the campaign references its recognition by the World Health Organisation as a chronic and complex disease. It highlights the biological, genetic, environmental and metabolic factors that contribute to the condition and underscores the need for qualified doctors to guide diagnosis and treatment.
Through this effort, Lilly continues to advocate for stigma reduction and informed decision-making. By placing doctors at the centre of the treatment journey and combining science with relatable storytelling, the initiative seeks to build a more compassionate, evidence-based conversation around obesity care in India.
