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Cura's 'Kuch Nahi Badla': Love Beyond Diagnosis
26 Aug
Summary
- Diabetes campaign urges families not to alter relationships after diagnosis.
- India has highest number of diabetes cases globally.
- Campaign film released for Raksha Bandhan festival on Aug 26.
Cura's "Kuch Nahi Badla" (Nothing's Changed) campaign encourages families to recognize and counter unintentional shifts in their interactions following a diabetes diagnosis. This initiative is particularly relevant for India, which reports an estimated 101 million people with diabetes and 136 million with prediabetes, with some analyses suggesting up to 212 million cases.
The campaign's core message, "Diabetes doesn't define you," aims to preserve relationships and familial roles, highlighting how concern can inadvertently lead to changed behaviors, especially during family celebrations.
A campaign film, released on August 21, uses the Raksha Bandhan occasion to illustrate these subtle changes, promoting empathy and inclusion.
Rakshit Rastogi, CMO of Cura, stated that the campaign reminds families that a diagnosis shouldn't alter the unconditional care central to festivals.
Cura, founded in 1999, is a wellness brand focused on Ayurvedic science. The campaign is amplified across social media platforms using #NormalHai and #KuchNahiBadla, encouraging continued celebration of loved ones beyond their diagnosis.
