Zydus Lifesciences has launched the second edition of its public health awareness campaign, ‘Liver Ki Suno’, on the occasion of Global Fatty Liver Day. The initiative has focused on increasing awareness about liver health and encouraging individuals to recognise risks associated with fatty liver disease.
The company has highlighted that fatty liver disease has emerged as a growing public health concern, with nearly 40% of adults estimated to be at risk. The condition has often remained undetected in its early stages due to the absence of visible symptoms. Through the campaign, Zydus has sought to encourage greater awareness, timely screening and proactive management of liver health.
The campaign has drawn attention to metabolic risk factors such as diabetes, excess body weight and high triglycerides, which can contribute to liver damage. To communicate this message, the campaign has featured actor Ashish Vidyarthi, known for portraying antagonist roles in Indian cinema, to draw a parallel between on-screen villains and hidden health risks that may affect the liver.
The ad film for the campaign has been scripted and produced by TheSmallBigIdea (TSBI), which has handled the campaign’s creative development, production and post-production. The campaign has gone live across digital and social media platforms including YouTube, Instagram, Facebook, LinkedIn and X.
As part of the initiative, Zydus has encouraged individuals, particularly those living with diabetes, excess body weight or elevated triglyceride levels, to discuss liver health with healthcare professionals and consider liver scans as part of routine health check-ups.
