Emcure Pharmaceuticals has launched Winning Over Obesity, a nationwide digital awareness campaign aimed at reframing obesity as a chronic and manageable health condition rather than merely an issue of excess weight. The initiative features MS Dhoni as its central voice, encouraging individuals to take informed and sustained action toward long-term health.
Anchored around the theme MAHI – Making A Healthier India, the campaign seeks to spark a more nuanced conversation around obesity and its broader health implications. A campaign video featuring Dhoni has been rolled out across Emcure’s digital platforms, where he calls on people to recognise obesity as a serious health concern and take steps to address it with the right guidance.
Through Winning Over Obesity, Emcure aims to move public discourse beyond the perception of obesity as a lifestyle or cosmetic issue. The campaign highlights obesity as a multifactorial condition influenced by genetics, lifestyle, and environmental factors, and underscores its role as a significant public health challenge in India. Obesity is associated with an increased risk of several non-communicable diseases (NCDs), including diabetes, cardiovascular disease, and hypertension, affecting individuals across age groups.
Watch the campaign here:
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A key message of the initiative is that while obesity is complex, it is manageable through medical support, sustained lifestyle changes, and professional care. This perspective is reinforced in the campaign through Dhoni’s message that “where you start matters,” emphasising early awareness and informed decision-making.
The campaign is supported by WinningOverObesity.com, a dedicated digital platform offering information, resources, and guidance related to weight management and healthier living. The initiative aligns with Emcure’s broader focus on public health education and long-term disease management.
According to data from the National Family Health Survey (NFHS)-5 (2019–21), obesity continues to rise in India, with 24% of women and 23% of men classified as overweight or obese—highlighting the urgency for sustained awareness and intervention.
