Global pharma giants Eli Lilly, Novo Nordisk launch obesity awareness campaigns, exploring India market potential

American MNC pharma major Eli Lilly, which plans to launch its blockbuster obesity drug Mounjaro in India later this year, has started an awareness campaign with front page advertisements, talking about obesity as a chronic relapsing disease and not just a lifestyle choice. Eli Lilly said its campaign aims to combat the stigma associated with obesity and promote understanding of its health implications.

Lilly isn't alone in this, Danish drugmaker Novo Nordisk - which markets blockbuster weight loss drug Ozempic - too had issued ads early this month on World Obesity Day.

Novo Nordisk is yet to announce a timeline for the launch of Ozempic in India, but has kicked off its campaign ‘Break the Partnership’ to educate on the impact of weight in diabetes, encouraging people to consult doctors about newer treatment options.

Mounjaro (tirzepatide) is used for type 2 diabetes to help lower blood sugar levels, and tirzepatide also causes weight loss. Ozempic (semaglutide) too is a medicine for type 2 diabetes that may improve blood sugar, along with diet and exercise. While not for weight loss, Ozempic may help in weight control as well.

Novo and Lilly’s campaigns are not limited to advertisements alone, and both companies are trying to raise awareness around obesity through research studies and conferences. In India, companies are prohibited from directly advertising prescription drugs to the general public, but they can educate people about diseases.

"The advertisement is an educational initiative, designed to raise awareness about obesity as a chronic, complex disease and to combat stigma by shifting the conversation from blame to a science-based understanding of obesity, encouraging to seek appropriate medical advice where needed," Lilly spokesperson told Moneycontrol, adding that they will comply with regulatory requirements.

According to the National Family Health Survey (NFHS)-5 (2019-21), overall, 24% of Indian women and 23% of Indian men are overweight or obese. Obesity is associated with other risk factors such as diabetes, cardiovascular diseases, infertility, arthritis, sleep apnea, among others.

Both semaglutide and tirzepatide, which are GLP-1 agonists, have revolutionized weight loss treatments by mimicking a natural hormone that regulates blood sugar and appetite, leading to reduced hunger, slower digestion, and increased feelings of fullness, ultimately promoting weight loss when combined with lifestyle changes. GLP-1, or glucagon-like peptide-1, are naturally-produced hormones that have a role in regulating blood sugar and appetite.

Semaglutide, used for weight loss, typically leads to an average weight loss of around 10-15% of body weight over a year or more, with some studies showing even greater weight loss, while tirzepatide offer around 13-22.5% of body weight loss.

Even before their official launch in India, reports showed a section of urban affluent Indians were able to smuggle the drugs from UAE, UK and other countries into the country, underscoring the increased interest in the medicines.

"I think noise around obesity for me is a great thing," said Dr. Muffazal Lakdawala, one of India's leading bariatric and minimal access surgeon, adding that both companies are directly messaging patients on obesity, its various diseases, and the stigma attached to it.

"The fact is that they are marketing it for their own personal reasons because they want to sell these drugs (against obesity) as a disease," Lakdawala said.

Doctors also emphasise that GLP-1 are prescription medications, and not for cosmetic use, and come with their own side effects. The GLP-1 weight loss drugs have achieved cult status, as celebrities such as billionaire Elon Musk, American talk show host Oprah Winfrey, actress Kathy Bates and many other Hollywood celebrities credited Ozempic/Wegovy and Mounjaro/Zepbound for their dramatic weight loss.

Mounjaro's total sales more than doubled in 2024 to reach $11.54 billion, while Ozempic generated close to $17 billion sales for Novo.