Johnson & Johnson Launches ‘India Detects to Defeat’ Campaign with Amar Chitra Katha

In a significant move to combat the rising incidence of lung cancer in India, Johnson & Johnson (J&J) India has unveiled its nationwide campaign, ‘India Detects to Defeat’, aimed at promoting the critical role of early detection and timely testing in improving lung cancer outcomes. The campaign’s first phase features an innovative collaboration with Amar Chitra Katha, one of India’s most popular storytelling platforms, to create an illustrated booklet that simplifies complex medical information about lung cancer, making it accessible to patients and their families.

This booklet, available in print and digital formats, is designed to raise awareness about Non-Small Cell Lung Cancer (NSCLC), which accounts for 85% of all lung cancer cases globally, as reported by The Lancet Regional Health - Southeast Asia 2024. NSCLC is often linked to genetic mutations such as the epidermal growth factor receptor (EGFR) gene, which drives uncontrolled cell growth. The resource highlights the symptoms, risks, and importance of early diagnosis in managing lung cancer, and can be accessed at select healthcare provider clinics or through the J&J India website.

According to the Indian Council of Medical Research (ICMR), lung cancer cases in India are expected to rise by seven times by 2025, with over 81,000 cases reported in 2022 alone. The disease claimed approximately 75,000 lives last year, making it one of the leading causes of cancer-related deaths in the country. This alarming trend underscores the urgent need for awareness, which Johnson & Johnson aims to address through this campaign by delivering vital information in an engaging and easy-to-understand format.

Pushkar Kulkarni, Head of Johnson & Johnson Innovative Medicine India & South Asia, emphasized the importance of the campaign, stating, “Partnering with Amar Chitra Katha allows us to spread lung cancer awareness in a way that's both accessible and memorable. Through storytelling, we simplify complex medical information and empower families across India to recognize early signs, seek timely care, and take action against this silent killer.”

Gayathri Chandrasekhar, Editor-in-Chief of Amar Chitra Katha, echoed similar sentiments, stating, “At Amar Chitra Katha, we believe in the power of stories to educate and inspire. This partnership enables us to deliver a crucial health message through relatable narratives, encouraging families to prioritize lung health and early detection.”

Globally, lung cancer is the leading cause of cancer-related deaths, according to the World Health Organization (WHO). It is often diagnosed in advanced stages, when treatment options are limited. Early screening of high-risk individuals can significantly improve survival rates, making campaigns like ‘India Detects to Defeat’ vital in the fight against this deadly disease.