Mumbai: Prolyte ORS, the W.H.O. recommended Oral Rehydration Salt (ORS) formulation from Cipla Health Limited (‘CHL’), the wholly owned subsidiary and fast-moving consumer wellness arm of Cipla Limited (BSE: 500087; NSE: CIPLA EQ); has announced the launch of its latest campaign for its product Prolyte ORS- ‘W.H.O. recommended formula nahi, toh ORS Asli nahi’. It encourages consumers to choose their hydration beverage wisely for optimal results by choosing only W.H.O. recommended ORS formulations.
It is recommended to drink at least two litres of water daily, but busy lifestyles often make this challenging. This is where ORS becomes crucial. A path-breaking study* found that ORS's Beverage Hydration Index (BHI) is 1.5 times greater than water, meaning ORS hydrates better than water even for normal individuals.
The campaign launched on World ORS Day (observed annually on 29 July), uses various touchpoints to create awareness about how beverages commonly assumed to be hydrating may not serve the purpose of hydration as they lack the requisite electrolyte content. Only W.H.O. recommended ORS formulations like Prolyte ORS serve as the gold standard in effectively tackling dehydration by restoring the body’s water and electrolyte balance. Starting with social media teasers and Out-Of-Home hoardings in Delhi, the campaign culminates in highlighting that the only W.H.O. recommended formula is the #AsliOrs. Prolyte ORS has partnered with the Indian Academy of Pediatrics (IAP) to educate travellers at Howrah and Sealdah stations about #AsliORS and the importance of optimal hydration and will also distribute Prolyte ORS samples to them.
Consumers will also be encouraged to take a pledge to stay hydrated and opt for #AsliORS in doing so. Additionally, the brand has also onboarded nutritionists and dieticians to showcase the use of Prolyte ORS in providing hydration while also being a healthy, low-calorie and tasty formulation to consume. This will also feature its newest introduction - the Prolyte ORS Tangy Orange Flavoured Powder Pack.
To drive public awareness about hydration and the importance of ORS in various regions, educational videos about ORS have been created with HCPs, integral stakeholders for the brand, in regional languages. Continuing Medical Education (CME) sessions for paediatricians are also being organised in Telangana. The campaign will also integrate this message via collaborations on radio and TV.
Commenting on the launch of the campaign, Cipla Health Ltd CEO Shivam Puri said, “Hydration is key for overall wellness and choosing the right hydration option is crucial to staying energized. As a champion of everyday consumer health, Prolyte ORS is our solve for India's daily hydration needs. It is a W.H.O. recommended ORS formulation, and it comes in ten delightful flavours and has low sugar content. This makes it one of the healthiest beverages in the market which is not just enjoyable and refreshing but is an optimum drink for everyday consumption. Through our World ORS Day campaign, it is our goal to educate consumers to stay hydrated and choose W.H.O. recommended ORS formulations that are proven to be effective in doing so.”
