Zydus revives #LiverKiSuno campaign to spotlight fatty liver risks

MUMBAI: Some villains wear capes, others live quietly inside the body and your liver often knows their story long before you do. Zydus Lifesciences has rolled out the second edition of its #LiverKiSuno public health awareness campaign, using a familiar Bollywood villain to shine a light on one of the most overlooked health threats facing millions today: fatty liver disease.

Launched on Global Fatty Liver Day, the campaign aims to encourage greater awareness of liver health and prompt people to pay attention to risks that often remain invisible until serious damage has already occurred.

The timing is significant. Fatty liver disease is emerging as a major public health challenge, with an estimated 40 per cent of adults believed to be at risk. Yet the condition frequently goes undiagnosed because it rarely produces obvious symptoms in its early stages.

To make the message more relatable, Zydus has enlisted actor Ashish Vidyarthi, celebrated for portraying some of Indian cinema’s most memorable antagonists. In the campaign film, on-screen villains become a metaphor for hidden metabolic threats such as diabetes, excess body weight and elevated triglycerides factors that can quietly damage the liver over time.

The creative approach taps into a simple but powerful insight: while movie villains announce their arrival dramatically, real-life health risks often work in silence.

Developed and produced by TheSmallBigIdea (TSBI), the campaign spans digital and social media platforms including Youtube, Instagram, Facebook, LinkedIn and X, with a focus on encouraging early detection and preventive care.

Beyond awareness, the initiative carries a practical message. Zydus is urging individuals particularly those living with diabetes, obesity or high triglyceride levels to discuss liver health with their doctors and consider including liver scans as part of routine health check-ups.

As lifestyle-related conditions continue to rise, healthcare experts increasingly view fatty liver disease as a ticking public health concern. Left unchecked, it can progress to more serious complications, including liver inflammation, fibrosis and cirrhosis.

With #LiverKiSuno, Zydus is attempting to move the conversation beyond symptoms and towards prevention because when it comes to liver health, the most dangerous villains are often the ones that never announce themselves.