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Novo Nordisk India launches ’Break the Partnership’ campaign with Kapil Dev, emphasizes the need for newer treatment options for weight management in diabetes

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New Delhi : Novo Nordisk, a leading global healthcare company in India, partnered with former Indian cricket team captain and fitness enthusiast Kapil Dev to launch ‘Break the Partnership’ – a campaign aimed at educating people with diabetes (PwD), their caregivers, and doctors about the grave influence of weight in type 2 diabetes (T2D). The campaign encourages people with diabetes to consult clinicians on newer treatment options that help manage both blood glucose as well as weight in T2D.


One study shows that 67% of the people with type 2 diabetes in India also live with obesity1. Even a one kg reduction in weight can help reduce HbA1c by 0.1%, thereby limiting the risk of diseases related to heart, kidney, and bones, and having a compounded positive impact on the health of the patient. American Diabetes Association (ADA) 2022 consensus guidelines stressed on weight management as an important tenet of holistic T2D management. Further, the Endocrine Society of India (ESI) also recommends that, in people who live with diabetes and obesity, treatment should include therapies that help reduce weight in addition to controlling blood sugar. Therefore, it is imperative that people understand the importance of breaking the partnership between weight and diabetes and talk to their doctor to receive newer medical solutions for the same. 1-7


Every 7th person with diabetes in the world is an Indian and over 6 lakh individuals die every year due to diabetes in India (second only to China).8 The situation worsens when people living with diabetes are unable to manage their weight. A person with diabetes when carrying excess body weight is not only at an increased risk of high blood pressure and bad cholesterol but also at a higher risk of several comorbidities including cancer, bone issues, heart, kidney, and liver illnesses.10-16


The multifaceted campaign aims to spread awareness across key stakeholders and encourage exploration of innovative and progressive medical solutions for weight management in diabetes. In the approaching 6 months, the Novo Nordisk team and its partners will engage healthcare professionals via awareness events and scientific meetings across multiple cities. Additionally, focused patient camps will be organized to diagnose, consult, and spread awareness on the subject.


Announcing the launch of the campaign, veteran Indian cricketer and brand ambassador for Novo Nordisk India, Kapil Dev, said “I am glad to join Novo Nordisk in its effort to fight against diabetes. The ‘Break the Partnership’ #WeightinDiabetes campaign focuses on spreading awareness on the harmful association of diabetes and weight, which must be tackled with utmost importance. In cricket, a partnership between two batsmen can be very damaging for the opposing team, and a bowler is always looking to end it sooner than later. Similarly, the partnership of weight and diabetes can be injurious for patients and must be managed in time. It is important to bowl out impending complications before they stump you. Advances in science today allow for effective treatment options in type 2 diabetes that help with both blood sugar control as well as weight management. As a person with type 2 diabetes, I know that diabetes can be managed efficiently if we act in time and adhere to the right medication. I suggest and highly recommend that patients talk to their doctor about newer and progressive treatment options available for type 2 diabetes.”


Addressing audience at the launch event, Vikrant Shrotriya, Corporate Vice President and Managing Director, Novo Nordisk India, said, “At Novo Nordisk, patient centricity lies at the core of everything we do. Diabetes with obesity can jointly coexist and this partnership is often not addressed adequately in clinical practice. The combination can further lead to serious complications for people living with type 2 diabetes.10-16 The diabetes management landscape has evolved over the years to bring about medical therapies that target blood sugar alongside reducing weight. Our newly launched ‘Break the Partnership’ #WeightinDiabetes campaign educates people about the impact of weight in diabetes, encourages them to consult their doctor to explore newer treatment options to manage not just blood sugar but also weight in diabetes and curtail onset and progression of complicated comorbidities. We are hopeful the initiative will help us inspire strong action among PwD in the country.”


Commenting on the launch of the campaign, Dr. Ambrish Mithal, Chairman & Head – Endocrinology & Diabetes, Max Super Speciality Hospital, Saket and Max Hospital, Gurgaon said, “Excess weight in people with T2D is directly tied to an increased risk of several serious complications and is therefore, critical to manage. One study shows that 67% of the people with type 2 diabetes in India also live with obesity1. For people living with diabetes and overweight, reducing weight can help limit the risk of heart diseases, kidney disease and bone problems,10-15There have been sweeping changes in T2D management principles. Treatment goals for patients of T2D with obesity must today consider newer drug therapies that offer improved glycemic control and robust weight reduction.19 The ‘Break the Partnership #WeightinDiabetes initiative will help make way for progressive and effective treatment for T2D patients who live with overweight/obesity.”


Indians frequently exhibit the thin-fat phenotype (body type), which is characterized by a near- normal overall body weight but an excessively high body fat percentage.19,20 Over 74.3 million Indians are living with diabetes and one study shows that 67% of the population living with type 2 diabetes also lives with obesity, with a median BMI of 25.6 kg/m2 well above the average upper limit of 24.9 kg/m2. Research also shows that diabetes with obesity is on the rise in the relatively younger population aged <50 years. People living with diabetes urgently need to be able to obtain therapy alternatives that help control blood sugar alongside reducing weight. 8, 19-22