Sachin Tendulkar signs on as ambassador of Novo Nordisk’s ‘Changing Diabetes’

The initiative seeks to raise awareness, improve access to care and address psychosocial aspects of diabetes to improve people’s lives

Novo Nordisk has announced that Sachin Tendulkar is the brand ambassador for ‘Changing Diabetes’, an initiative to raise awareness, improve access to care and address psycho-social aspects of diabetes to improve people’s lives.

“We are honoured to have Sachin as our partner in the fight against diabetes. Adored by the masses and one of the most respected sporting icons in India, Sachin’s support will help us in reaching out to people who are susceptible/ prone to diabetes,” said Melvin D’Souza, VP and GM, Novo Nordisk India.

“With approximately 52 per cent Indians being unaware that they have diabetes, the need of the hour is to create mass awareness about diabetes and its complications to facilitate early detection and its treatment among the general public. With Sachin on board as our valued partner, I am positive that we will reach out to the maximum people to educate them on diabetes & related complications,” said Mads Bo Larsen, Corporate VP, BAGIE, Novo Nordisk A/S.

Addressing the media at the briefing, Tendulkar said, “I am glad to be a part of the Changing Diabetes movement in India, spearheaded by Novo Nordisk. Diabetes is a growing concern, not just in India but the world over. For people with diabetes, leading a healthy and active life is possible, all it needs is awareness and early action. You can choose to control diabetes before it controls you. I wish that more and more people become a part of this movement and take proactive action to stay healthy and fit. I am happy to lend my support to the cause of ‘changing diabetes’ in India and hope that with Novo Nordisk, we ‘change the future of diabetes’ in India.”

Reportedly, Novo Nordisk has partnered with various state governments and government institutions to increase awareness and educate people about diabetes and need for early detection. In addition, Novo Nordisk has also initiated the Changing Diabetes in Children, a programme designed to improve access to diabetes care for children with type 1 diabetes.