Cipla Health Launches ‘W.H.O Hai Toh Woh ORS Hai’ Campaign to Promote Awareness of Correct ORS
The campaign, titled “W.H.O Hai Toh Woh ORS Hai,” aims to encourage consumers to check for the WHO-recommended mark on ORS packs before making a purchase and to improve awareness about appropriate dehydration management.
Hyderabad: On the occasion of World ORS Day, Cipla Health Limited has launched its annual awareness campaign for Prolyte ORS, focusing on the importance of choosing World Health Organization (WHO)-recommended Oral Rehydration Solutions (ORS).
The campaign, titled “W.H.O Hai Toh Woh ORS Hai,” aims to encourage consumers to check for the WHO-recommended mark on ORS packs before making a purchase and to improve awareness about appropriate dehydration management.
According to data cited by Cipla Health from the National Family Health Survey-5 (NFHS-5), around 62% of children under five suffering from diarrhoea received ORS. The company said the figures highlight the need for greater awareness and timely use of ORS in managing dehydration.
Cipla Health also cited its internal data indicating gaps in consumer understanding. While prompted awareness of ORS was found to be nearly 70%, more than 75% of ORS-aware consumers could not recall what ORS stands for. Among aware users, only around 61% recalled seeing a WHO-recommended mark on the product packaging.
As part of the campaign, the company plans to conduct a range of awareness initiatives, including hospital-led programmes in association with MGM Group of Hospitals. Medical experts will engage with doctors, patients and caregivers on recognising dehydration, the role of ORS in rehydration and the importance of choosing WHO-recommended formulations.
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The campaign will also include educational content featuring nutritionists and fitness creators, outreach programmes involving healthcare professionals, consumer sampling activities, outdoor and transit campaigns, and engagement with retailers and other stakeholders.
Shivam Puri, CEO, One India Business, Cipla, said rising temperatures, longer summers and an increasing burden of heat-related illnesses have made dehydration an important public health concern. He stressed the need to improve consumer understanding of scientifically validated hydration solutions and evidence-based rehydration practices.
Dr. Usha Chennuru, Senior Director, Medical Services, Cipla Health, said many people fail to recognise the early signs of dehydration or understand the role ORS can play in managing it. She emphasised that greater awareness and timely action can help people make informed choices when dealing with dehydration.
The company said its awareness activities in Hyderabad found that 27% of respondents reported experiencing dehydration-related symptoms during outdoor activities, including excessive sweating and fever. About 96% of those respondents said such episodes affected their productivity or daily routine, while 9% were unaware of the role ORS can play in managing dehydration.
In Mumbai, Cipla Health, along with a national medical association and MGM Navi Mumbai Hospital, conducted awareness and counselling sessions involving 432 patients. According to the company, 31% of participants were unaware of factors they should consider when purchasing ORS.
Through the campaign, Cipla Health aims to bridge gaps in consumer awareness and promote informed choices regarding ORS and dehydration management across India.
