Cipla Health pushes for WHO recommended 'Asli' ORS hydration
Cipla Health’s Prolyte ORS has initiated a nationwide campaign, “World Health Organization (W.H.O.) recommended formula nahi, toh ORS Asli nahi,” to underscore the significance of consuming only WHO-recommended Oral Rehydration Salts (ORS) for optimal hydration.
The campaign, launched on World ORS Day (observed annually on July 29th), seeks to educate consumers on the necessity of proper hydration and the benefits of using W.H.O. recommended ORS formulations. A key study* revealed that the Beverage Hydration Index (BHI) of ORS is 1.5 times greater than water, making it a superior hydration choice even for healthy individuals.
Prolyte ORS's campaign highlights that many beverages assumed to be hydrating may lack essential electrolytes, making them less effective. The campaign kicks off with social media teasers and Out-Of-Home hoardings in Delhi, emphasizing the message that only W.H.O. recommended ORS formulations, like Prolyte ORS, are the gold standard for combating dehydration.
In partnership with the Indian Academy of Pediatrics (IAP), Prolyte ORS is engaging travelers at Howrah and Sealdah stations, educating them about the importance of choosing #AsliORS for optimal hydration and distributing Prolyte ORS samples. The campaign also encourages consumers to pledge to stay hydrated and opt for #AsliORS.
Nutritionists and dieticians are involved in the campaign, demonstrating the health benefits of Prolyte ORS, including its low-calorie content and appealing flavors, such as the new Tangy Orange Flavored Powder Pack. Educational videos featuring healthcare professionals (HCPs) are being produced in regional languages to spread awareness about ORS. Continuing Medical Education (CME) sessions for pediatricians are also planned in Telangana, along with collaborations on radio and TV to extend the campaign's reach.
Shivam Puri, CEO of Cipla Health Ltd., commented on the campaign's launch, stating, “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 solution for India's daily hydration needs. It is a W.H.O. recommended ORS formulation available in ten delightful flavors with low sugar content, making it one of the healthiest beverages in the market. Through our World ORS Day campaign, we aim to educate consumers on the importance of staying hydrated and choosing W.H.O. recommended ORS formulations that are proven to be effective.”
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