‘Obesity is not about willpower’: Eli Lilly launches star-studded awareness campaign in India

New Delhi: In a powerful blend of star power and medical science, Eli Lilly and Company (India) has launched a star-studded campaign to change how India views obesity.

Moving the conversation away from ‘willpower’ and ‘body shaming’, the initiative enlists some of Indian cinema’s most respected voices to rebrand obesity as a complex, chronic disease.

Family effort for a healthier India

The campaign features three poignant films that lean on relatable family dynamics to deliver a scientific message.

The lineup includes:

The Father-Son Duo: Boman Irani and Kayoze Irani.

The Iconic Sisters: Ratna Pathak Shah and Supriya Pathak.

The South Stars: Varalaxmi Sarathkumar (in Tamil).

By using actors known for their authenticity, the campaign aims to replace judgment with empathy. The films illustrate the emotional toll of self-blame and social stigma, highlighting how the support of friends and family can empower an individual to seek medical help rather than hiding in shame.

Beyond Willpower: The science of obesity

Despite affecting nearly 100 million people in India, obesity is often dismissed as a lifestyle choice. However, Eli Lilly is aligning with World Health Organisation (WHO) guidelines to remind the public that obesity is a medical condition influenced by:

- Biological and genetic factors

- Metabolic health

- Environmental triggers

Gaurav Mehta, Senior Director at Eli Lilly (India), noted that the campaign’s goal is to ‘move the dialogue from blame to understanding.’ By placing doctors at the centre of the journey, the initiative encourages evidence-based care over ‘quick-fix’ fad diets.

Changing the narrative in media

With adult obesity prevalence hitting roughly 6.5 per cent as of late 2023, the health sector is calling for a ‘new paradigm.’

The campaign videos—already gaining traction in Hindi and Tamil—urge viewers to stop viewing weight through the lens of appearance and start seeing it through the lens of health. Using celebrities for a medical campaign, especially one concerning a sensitive topic like obesity, is a strategic move designed to break through the ‘noise’ of traditional health advice.

Their message: Obesity isn’t a character flaw; it’s a clinical challenge that deserves a compassionate, doctor-led approach.