Campaign Launch
On July 30, 2026, coinciding with World ORS Day, Cipla Health Limited unveiled the annual “W.H.O. hai toh woh ORS hai” awareness campaign for its Prolyte oral rehydration solution (ORS). The initiative seeks to educate Indian consumers to look for the WHO‑recommended mark on ORS packaging.
Public Health Context
National Family Health Survey‑5 data indicate that only about 62 % of children under five who suffered diarrhoea received ORS, underscoring a substantial treatment gap. Internal Cipla Health research shows that when prompted, ORS awareness rises to roughly 70 %, yet more than 75 % of those aware cannot recall what ORS stands for, and only about 61 % remember seeing the WHO‑recommended label on the pack. A separate engagement in Hyderabad and Mumbai revealed that 85 % of respondents said they knew what to look for when buying ORS.
Consumer Insights
Among participants in Hyderabad, 27 % reported experiencing dehydration‑related symptoms such as excessive sweating or fever during outdoor activities, and 96 % said these episodes affected their productivity. Additionally, 9 % were unaware of the role ORS can play in managing dehydration. In Mumbai, the campaign engaged 432 patients through awareness and counselling sessions; 31 % of them were unaware of the factors to consider when purchasing ORS.
Campaign Activities
The programme comprises several components: a hospital‑led awareness drive in partnership with the MGM Group of Hospitals, where medical experts interact with doctors, patients and caregivers; educational content created by nutritionists and fitness creators; outreach programmes targeting healthcare professionals; consumer sampling activities; transit and outdoor visibility initiatives; and trade‑engagement efforts to reinforce the importance of selecting WHO‑recommended ORS formulations.
Executive Comments
Shivam Puri, CEO of One India Business at Cipla, stated that rising temperatures and heat‑related illnesses make dehydration a critical public‑health challenge, and that Cipla, as a category leader, must empower households with credible information to choose scientifically validated hydration solutions. Dr. Usha Chennuru, Senior Director Medical Services at Cipla Health, emphasized that many people fail to recognise early signs of dehydration or the role of ORS, and that greater awareness can enable more informed choices.
About Cipla Health
Incorporated in 2015 as the fast‑moving wellness goods arm of Cipla, Cipla Health now manages a portfolio of 20 brands, many of which hold the No. 1 or No. 2 position in their categories. The portfolio spans Pain Care (Omnigel), Smoking Cessation (Nicotex), Oral Rehydration Solutions (Prolyte), Medicated Ointments (Cipladine), Cough & Cold (Cofsils, Naselin), Multi‑Vitamins (Maxirich), Weight Gain (Endura Mass) and Personal Care (Rivela Dermascience, Cetafresh, Tugain Essentials, Astaberry).