Drugmakers step up obesity awareness as weight-loss drug race heats up

“The idea behind these campaigns is to almost legitimize obesity as a disease, as something you can go and consult a doctor about,” said independent brand strategist Akshat Kharbanda. Mint. Kharbanda, who previously worked on Novo Nordisk’s marketing strategy in the UK, Denmark and India, stated that market growth is one element, and the other is to increase distribution. “…When you include Bollywood, when you run ads between cricket matches, etc., then you are going for a mass market appeal,” he said.