Eli Lilly Pauses India Obesity Campaign Amid Ad Scrutiny

ELI LILLY & CO, the Indianapolis-based drugmaker, halted its obesity awareness campaign in India after regulators warned the initiative could violate prescription drug advertising rules. The move follows the March 2025 launch of Mounjaro in a market projected to reach 80 billion rupees by 2030. Regulatory friction threatens Lilly's lead over Denmark rival NOVO-NORDISK A/S-SPONS ADR in the world's most populous nation.

Lilly paused the "We Know Now" campaign following a March advisory from the Drugs Controller General of India. The drugmaker told the regulator in an April 10 letter that it acted out of regulatory caution. The campaign used billboards and social media to frame obesity as a chronic disease.