From paunch to punchline, obesity gets a rebrand

Eli Lilly and Company (India) has launched its first integrated awareness campaign, ‘We Know Now’, aimed at changing how obesity is perceived. It is aimed at moving the conversation from blame to understanding and encouraging    evidence-based care that recognises the science behind obesity, with lifestyle changes as the foundation.

The 'We Know Now' campaign is designed to reshape public perception of obesity by recognising it as a chronic, biologically influenced disease rather than a result of personal failure. With a focus on science-led education and empathy, the campaign aims to reduce stigma, build awareness, and encourage those living with obesity to seek timely, evidence-based care in partnership with their doctors.

“People living with obesity deserve comprehensive care—and that starts with acknowledging and understanding obesity as a chronic disease, “said Winselow Tucker, president and general manager, Eli Lilly and Company (India). “The ‘We Know Now’ campaign is about changing the conversation from judgment to understanding. It reminds us that obesity is not a personal failing, but a chronic condition shaped by biology, environment, and genetics. Through this campaign, we aim to empower people living with obesity to access the care they deserve, supported by healthcare professionals who are trusted allies in this journey.”

As a symbol of solidarity, the campaign also introduces the Gesture of Hope—a simple sign representing hope and encouraging people to speak about obesity freely, putting an end to years of blame and stigma.

This digital-first obesity awareness initiative is designed to drive meaningful behaviour change through a high-impact, multi-channel approach. The campaign leverages a strategic blend of digital, print, and outdoor media to build sustained public awareness around the complexity of obesity and the importance of timely, evidence-based care.  

Obesity affects nearly 100 million individuals in India. With an adult obesity prevalence of approximately 6.5 percent in 2023, it is time to shift focus from blame and establish a new paradigm for comprehensive care along with lifestyle modification that people living with obesity deserve.

Campaign’s take: Once seen as a sign of prosperity and good living, the Indian paunch has shed its prestige and become a punchline. But Eli Lilly and Company (India)’s We Know Now campaign asks: when did belly-bashing become the national sport—and at what cost? The campaign flips the script, confronting the blame game with evidence-based empathy.

Obesity, it says, isn’t just the outcome of ghee-laced parathas and Netflix binges. It’s a chronic condition shaped by genes, environment, and metabolism—though lifestyle still plays a part. But rather than reduce it to “just eat less, move more,” the campaign urges healthcare providers and the public to recognise the disease’s complexity.

At the heart of this awareness drive is the Gesture of Hope—a simple, visual cue to spark conversation, solidarity, and (finally) silence the stigma. With its digital-first DNA, the campaign doesn’t just park itself online. It weaves through print, outdoor, and doctor-patient conversations, aiming to drive lasting behavioural change across India’s 100-million-strong obesity-affected population. This is likely to help the company to promote its diabetes and weight-loss drug, Mounjaro, which it had launched months ago in India.

For marketers, it’s a masterclass in reframing health narratives—not through fear or guilt, but by meeting audiences where they are, with a message that’s equal parts science and soul.