Zydus Lifesciences Limited, an innovation-driven global lifesciences company, today launched the second edition of its public health awareness campaign, #LiverKiSuno, on the occasion of Global Fatty Liver Day. The campaign seeks to raise awareness about liver health and encourage individuals to pay attention to silent risks that often go unnoticed until liver disease has progressed significantly.

Watch the ad film: https://www.youtube.com/watch?v=_G3J1BwJmzc

Fatty liver disease has emerged as a growing public health concern, with nearly 40% of adults estimated to be at risk. Despite its increasing prevalence, the condition often remains undetected due to the absence of obvious symptoms in its early stages. Through ‘Liver Ki Suno’, Zydus aims to encourage greater awareness, timely screening and proactive management of liver health.

The campaign highlights key metabolic risk factors that can adversely affect the liver, including diabetes, excess body weight and high triglycerides. Their roles are similar to ‘villains’ who cause extensive damage. To bring this message to life, the campaign features acclaimed actor Ashish Vidyarthi, known for portraying some of Indian cinema’s most memorable villains. Drawing a contrast between villains on screen and hidden health risks within the body, the films encourages individuals to recognise these silent threats and take timely action to protect their liver health.

The ad film has been scripted and produced by TheSmallBigIdea (TSBI), with the agency overseeing the campaign’s creative development, production and post-production. The campaign is live across digital and social platforms, including YouTube, Instagram, Facebook, LinkedIn and X.

As part of the initiative, Zydus encourages individuals, particularly those living with diabetes, excess body weight or elevated triglyceride levels, to discuss liver health with their healthcare professionals and consider incorporating liver scans into routine health check-ups.