US pharmaceutical firm Eli Lilly paused its obesity awareness campaign in India after the Drugs Controller General of India (DGCI) warned the company that it could violate rules against advertising prescriptions, as per a Reuters report.
Eli Lilly launched a campaign titled “We Know Now” in mid-2025. The campaign was featured in newspaper ads, social media posts, billboards, and even collaborations with Bollywood celebrities.
The campaign came a few months after the US company introduced GLP-1 treatment Mounjaro for obesity and diabetes in India. The message focused on reframing obesity as a chronic disease instead of a personal failing.
Despite their company logo appearing on the ads and campaign, Mounjaro was not mentioned anywhere.
In a 16-page letter, dated April 10, the company told DCGI that they had halted the campaign “out of an abundance of regulatory caution” after a March advisory from the regulator, Reuters stated.
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But Eli Lilly defended itself and stated that the campaign was made with the intention of helping people better understand obesity without naming any product. It featured doctors discussing the condition and urging people to consult their providers for best advice.
The company further stated in the letter that its decision to pause the awareness campaign has “had the unintended consequences of silencing a scientifically sound, physician-led public health campaign that was actively serving the interests of patients and the healthcare community.”
According to the report, DCGI, in an advisory sent to Eli Lilly in March, stated the product advertisements, including surrogate promotions, may indirectly lead consumers to a medicine and are prohibited across platforms, and the campaign that creates product visibility would be treated as a violation.
In a separate notice to Eli Lilly, the regulator pointed out that the company's awareness campaign had coincided with Mounjaro's launch in India and could indirectly promote the drug to the consumers.
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Eli Lilly launched Mounjaro in India in March 2025, and it became the country's top-selling drug in October. According to the report, the company said in the letter that the guidance it received from India's drug regulator had created “significant regulatory uncertainty”. The company also asked whether doctor-led discussions on diseases without reference to specific medicines would fall within the scope of the restrictions.
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