CE DESK 
Cipla’s ‘Win Over Weight’ campaign tackles India’s obesity crisis head-on, blending medical expertise, lifestyle guidance, and community stories to empower sustainable weight management.
Cipla launched its groundbreaking ‘Win Over Weight’ campaign to confront India’s escalating obesity epidemic, where 135 million adults now grapple with excess weight amid urbanization and dietary shifts. Unveiled across TV, digital platforms, and clinics nationwide, the multi-phased initiative combines pharmaceutical support with behavioral science, positioning Cipla as a holistic health partner beyond traditional medication.
The campaign’s emotional core features real Indian stories: urban professionals battling desk-job pounds, homemakers reversing prediabetes, and youth defying genetic predispositions through sustainable habits. Testimonials highlight Cipla’s weight management portfolio—appetite suppressants, metabolic boosters, and nutraceuticals—paired with personalized coaching via the Cipla Health App. Interactive tools assess BMI, track progress, and connect users to nutritionists, democratizing expert care.
Digital films depict transformation journeys, from failed fad diets to science-backed victories, emphasizing early intervention against comorbidities like hypertension and PCOS. Cipla collaborates with endocrinologists, fitness influencers, and ICMR researchers to establish evidence-based benchmarks, while workplace wellness tie-ups target corporate India’s sedentary workforce.
Social media challenges encourage #WinOverWeight pledges, sharing before-after milestones and recipes, fostering community accountability. Print ads in health journals decode obesity science—insulin resistance, gut microbiome shifts, thyroid imbalances—dispelling myths around crash diets. Cipla’s Managing Director Umang Nahata stressed prevention’s urgency: 1 in 4 Indians now obese, straining healthcare systems.
This public health crusade extends Cipla’s respiratory legacy into metabolic care, blending affordability with aspiration. By igniting conversations around sustainable wellness over quick fixes, ‘Win Over Weight’ redefines obesity battle lines, empowering Indians to reclaim metabolic health through knowledge, community, and clinical support.
Rohit Malkani, Chief Creative Officer, Saatchi & Saatchi India, said, “At Saatchi & Saatchi India, we began the campaign by building on a simple but powerful insight. Obesity is often experienced through everyday limitations that leave you second guessing. Believing that you’re losing the battle to weight. By grounding the storytelling in lived outcomes and positivising it with a ‘Win over weight’ messaging, we aimed to create a narrative that feels relatable, respectful, and capable of reshaping how India talks about obesity.”
