New Delhi: On the occasion of World Dengue Day 2025, trusted household brand All Out has joined forces with the Indian Medical Association and TV9 Network to launch a nationwide public awareness initiative titled “Saath Ladenge Dengue Se”. This multi-day campaign aims to shine a spotlight on the rising threat of Dengue in India and empower citizens with the knowledge and tools to combat it.
With a significant increase in Dengue cases across India, this timely initiative goes beyond a one-day observance, building momentum over several days to shift public perception, moving beyond the notion of mosquitoes as mere nighttime nuisances to recognizing them as carriers of life-threatening diseases like Dengue, Malaria, Chikungunya, and Filaria. The campaign underscores the urgent need for education, early detection, and collective action.
Amit Tripathi, Chief Revenue Officer, TV9 Network, said, “At TV9 Network, we believe in using the power of media to drive meaningful change. Through our partnership with All Out, we are not just broadcasting a campaign, we are enabling a nationwide movement to fight Dengue with knowledge, urgency, and unity.”
“Awareness is the first step toward prevention. With ‘Saath Ladenge Dengue Se, An All Out initiative” we are blending credible medical insight with high-impact storytelling to empower families across India. This campaign exemplifies how purpose-driven content can fuel public health transformation,” added Raktim Das, Chief Growth Officer, TV9 Network.
Speaking about the All Out initiative, Managing Director and CEO, Brillon Consumer Products. Mr Ratanjit Das said, “All Out has always stood for protecting families from mosquitoes and the diseases they cause. Awareness on vector borne diseases is still very low in India today. With Dengue on the rise, we felt the need to increase our efforts on educating consumers and work with credible partners to create mass awareness. All Out’s ‘Saath Ladenge Dengue Se’ campaign is a step towards that goal.”
Dr Dilip Bhanushali, National President, Indian Medical Association said, “Preventing vector-borne diseases is a public health priority. Diseases like Dengue cannot be tackled in isolation by one individual, it needs all stakeholders coming together and collectively finding solutions. Indian Medical Association is proud to collaborate on this initiative to reach households with life-saving information.”
Campaign Highlights
1. Pan-India Television Coverage
“Saath Ladenge Dengue Se” an All Out initiative OR All Out’s Saath Ladenge Dengue Se campaign will be aired across six regional TV9 Network channels, TV9 Bharatvarsh (Hindi), TV9 Kannada, TV9 Telugu, TV9 Marathi, TV9 Bangla, and TV9 Gujarati, ensuring the message reaches diverse linguistic and demographic audiences across the country. By leveraging the regional strengths of these channels, the campaign is designed to penetrate deeply into urban and rural households alike, creating widespread awareness.
2. Anchor-Led, Co-Branded Vignettes
Short, impactful video capsules, led by trusted TV9 news anchors, form a core part of the on-air content strategy. These vignettes are co-branded with All Out and deliver bite-sized, easy-to-understand information about the symptoms, causes, and prevention of Dengue. Educational yet engaging, designed to resonate with everyday families and spark behavioural change.
3. Doctor Bytes – Myth-Busting and Medical Guidance
The campaign features a series of “Doctor Bytes,” concise video segments featuring qualified medical experts from across the country. These doctors, many of whom are members of the Indian Medical Association, address common myths and misconceptions about Dengue and other mosquito-borne diseases. From identifying early warning signs to outlining home-based preventive steps.
4. National-Level Panel Discussion on TV9 Bharatvarsh
A special televised panel discussion is being broadcast on TV9 Bharatvarsh, bringing together renowned doctors, public health experts, and senior representatives from the Indian Medical Association. This conversation will delve into the broader public health implications of Dengue, examine the role of community participation, and highlight the need for multi-sectoral efforts, from families and local administrations to healthcare institutions and policy makers.
5. Extensive Digital Amplification
In addition to television broadcasts, the campaign is being amplified digitally across TV9 Network’s extensive digital ecosystem, including websites, YouTube channels, and social media platforms (Facebook, Instagram, Twitter/X, and LinkedIn). Through interactive content, shareable visuals, reels, and informative articles, the campaign aims to engage a younger, tech-savvy audience and ensure the message of Dengue prevention travels far and wide.
Through this multi-platform, multi-day campaign, All Out, in association with the Indian Medical Association and TV9 Network, calls on every Indian to join the movement, “Saath Ladenge Dengue Se,” because prevention starts with awareness, and protection starts at home.
The YouTube link is as follows: https://youtu.be/A8PnombEiM0?si=qzifMmnN85K5nx5k
