Eli Lilly, the U.S.-based pharmaceutical company, has paused its obesity awareness campaign in India after receiving a warning from the Drugs Controller General of India regarding potential violations of advertising regulations for prescription medications. Launched in mid-2025, the campaign titled 'We Know Now' sought to educate the public about obesity as a chronic disease, featuring various media channels including social media, billboards, and collaborations with Bollywood celebrities, without directly mentioning its obesity treatment, Mounjaro. The regulator's advisory indicated that any promotional activity that could lead consumers to a specific medicine is prohibited, raising concerns about the campaign's compliance. Lilly noted that the campaign served public health interests and highlighted the rising obesity rates in India, where approximately 24% of women and nearly 23% of men are classified as overweight or obese. The company criticized the regulatory guidance as creating significant uncertainty, stating it restricts even non-branded, physician-led initiatives. The obesity market in India is expected to grow significantly, reaching an estimated ₹80 billion by 2030, making effective public health campaigns increasingly vital.