From ‘maybe’ to ‘must do’: Sun Pharma’s diabetes pitch

Sun Pharmaceutical Industries Limited (Sun Pharma), launched its first-ever large-scale digital video campaign for Prohance D Diabetes Care, a specialised nutritional supplement for individuals managing diabetes.

The campaign ‘Dekhta Hoon Nahi, Dikhata Hoon’ (I will not see, I will show) draws on a powerful consumer insight: lack of energy due to unpredictability of blood sugar levels often confines people with diabetes to a world of ‘maybes’ and ‘dekhte hai’s, (Will see)’ affecting their ability to commit to plans and live spontaneously. With its brand promise of better blood glucose management and prolonged energy, Prohance D offers a solution that helps people move from uncertainty to action. The campaign has been conceptualised by Curativity, Mumbai.

In a category that typically medicalises the conversation, Prohance D takes a more human approach, rooting its message in everyday emotional truths. The campaign film captures this through the eyes of a child who notices his father’s hesitation to commit, and innocently steps in to help, highlighting how energy levels impact not just routines but relationships as well.

Sun Pharma’s choice to tell this story through a relatable lens, rather than relying only on numbers or medical terminology, reflects its belief that meaningful change begins with connection. Prohance D transforms that connection into action, offering better blood glucose management and prolonged energy that empowers people with diabetes to embrace life’s plans and the people they love.

Campaign’s take: India may be the world’s diabetes capital, but Sun Pharma’s latest campaign reminds us it’s also the land of euphemisms. Dekhta hoon—that polite dodge for social commitments—becomes the punchline in Dekhta Hoon Nahi, Dikhata Hoon, a digital film for Prohance D Diabetes Care.

The storytelling is deceptively simple: a child calls out his father’s repeated ‘maybe laters’ when diabetes drains him of energy. The father ducks out of games and evening walks, only to have his son cheekily answer for him with yet another ‘dekhta hoon’. It’s a slice of life that captures how fatigue doesn’t just restrict movement, it strains moments of connection.

By using humour and the innocent bluntness of a child, the film sidesteps the clinical gloom usually associated with healthcare ads. Instead, it reframes low energy as the real villain—an obstacle to spontaneity and social participation.

Medical conditions resonate better when told through human truths rather than glucose charts. Prohance D’s narrative doesn’t just sell a supplement; it sells the possibility of keeping up—with buses, volleyball games, and life itself.