Ad Campaigns
API and Dr. Reddy’s conclude ‘Acidity-Free Life’ campaign
Mumbai: The Association of Physicians of India (API), a professional body of consultant physicians formed in 1944, in a joint effort with Dr. Reddy’s Laboratories Ltd, a global pharmaceutical company, concluded its unique ‘Acidity-Free Life’ campaign by declaring 9 January as ‘World Acidity Day’, a first-of-its kind day dedicated for awareness on acidity. The day also marks the birth anniversary of Dr Soren Sorensen, a Danish chemist, who introduced the concept of pH as a convenient way of expressing acidity.
The ‘Acidity-Free Life’ campaign commenced in June 2023 with the launch of a logo for ‘World Acidity Day’, selected by 50,000 plus doctors from India. As part of the campaign, API and Dr. Reddy’s partnered with Indian Railways and Indian Railway Catering and Tourism Corporation (IRCTC) and educated over 10 lakh commuters through distribution of physical and digital informational material on the health hazards associated with acidity and ways of managing it. The campaign was concluded with the unveiling of sand art installation of ‘World Acidity Day’ symbol crafted by Padma Shri awardee Sudarsan Pattnaik at Puri beach, on 9 January 2024.
SCB Medical College, Cuttack professor and former HOD, and Indian College of Physicians (API) Vice Dean Dr Jayanta Kumar Panda said: “Acidity is highly prevalent in India, leading to serious health issues. While every one of us has felt the discomfort of acidity in our daily lives, yet it remains a less-discussed topic. Early detection of the problem, controlling the reflux and timely treatment can prevent ulcer, bleed and even cancer. Through our campaign, we are happy to discuss the alarming acidity burden in India and educate people around us on the risk factors associated with acidity and how early diagnosis and treatment will help in averting health issues, by declaring a dedicated day for acidity awareness. We are also happy to partner with Dr. Reddy’s who has a legacy of 32 years in acidity management in India, for the campaign. Starting this year, the ‘World Acidity Day will be commemorated every year on January 9. So, let’s resolve for a healthy lifestyle, early and effective management on this World Acidity day.”
Acidity has become a prevalent health issue due to modern lifestyles and imbalanced diets, leading to various health complications. According to a 2021 survey in India, about 32 percent of adults aged 30 to 44 years old reported having acidity and indigestion problem. Acidity and indigestion were seen to be higher among older adults and seniors.
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