Cura’s “Kuch Nahi Badla” Raksha Bandhan Campaign
On 26 August 2026, Cura Ayurvedic & Unani Limited issued a press release from New Delhi announcing the launch of its Raksha Bandhan campaign titled “Kuch Nahi Badla” (Nothing’s Changed). The core message of the campaign is that a diabetes diagnosis should not alter how families treat or love a sibling, emphasizing that “Diabetes doesn’t define you.”
The release cites the scale of diabetes in India to underscore the relevance of the message. According to the ICMR‑INDIAB study published in The Lancet Diabetes & Endocrinology in 2023, India has an estimated 101 million people living with diagnosed diabetes and an additional 136 million with pre‑diabetes. A separate 2024 global analysis by the NCD Risk Factor Collaboration, also published in The Lancet, estimates that up to 212 million Indians may be living with diabetes, the highest number worldwide.
The campaign is anchored by a 2‑minute 22‑second film that has been live since 21 August 2026. The video illustrates subtle ways families may change their behavior toward a diabetic loved one during festivals and encourages viewers to maintain empathy, inclusion, and unchanged affection. The film is being amplified across digital platforms—including YouTube, Instagram, Facebook, X and LinkedIn—under the hashtags #NormalHai and #KuchNahiBadla.
Commenting on the initiative, Rakshit Rastogi, Chief Marketing Officer of Cura Ayurvedic & Unani Limited, said the company observed that a diabetes diagnosis often changes personal family dynamics beyond diet, affecting how families show up for each other during festivals built on unconditional care. He positioned the campaign as Cura’s reminder that such changes should not occur.
Background on Cura: founded in 1999 in Ghaziabad, Delhi NCR, Cura is a wellness brand rooted in Ayurvedic science, operating across more than 28 states with over 3,000 endorsing doctors. The company combines Ayurvedic heritage with distinctive manufacturing practices, notably a 48‑hour fresh‑brewing process and India’s first solar‑powered, zero‑fossil‑fuel Ayurvedic manufacturing facility.
The campaign aligns with the upcoming Raksha Bandhan celebration on 28 August 2026, urging families to treat their loved ones exactly the same despite a diabetes diagnosis. The press release concludes with a disclaimer that the release is provided under an arrangement with PNN and that PTI assumes no editorial responsibility.