Glenmark & API Launch “Take Charge @18” Campaign For Early Hypertension Screening

Glenmark Pharmaceuticals (Glenmark), a global pharmaceutical company known for its cardiovascular expertise, in collaboration with the Association of Physicians of India (API), has launched a nationwide hypertension awareness initiative called the “Take Charge @18” campaign. 

The company in a press statement on Saturday informed that the movement, officially inaugurated at Mumbai’s iconic Gateway of India, emphasises the importance of monitoring blood pressure (BP) as early as age 18 to prevent long-term heart health risks.

As part of this initiative, the 18th of every month has been designated as “Take Charge @18 – BP Screening Day”, where young adults are encouraged to get their BP checked regularly. The campaign aims to address the growing hypertension concern among India’s youth, highlighting early detection and monitoring as key preventative measures.

The campaign's launch featured an innovative two-hour 3D video projection at the Gateway of India, visually illustrating the importance of early blood pressure checks. This dynamic display, live-streamed to over 1,00,000 healthcare professionals, set the tone for a massive awareness push aimed at educating 10 crore Indians about hypertension.

“We at Glenmark are firmly committed to creating awareness and making a meaningful impact in the fight against hypertension in India,” said Alok Malik, President and Business Head – India Formulations, Glenmark Pharmaceuticals. “With hypertension on the rise, especially among the youth, it has become essential to implement preventive measures from the beginning. Through this campaign, we are empowering young people with the tools and knowledge to manage their blood pressure early, potentially preventing future complications.”

Recent data from an ICMR study reveals a hypertension prevalence of 35.5 per cent among Indians aged 20 and above, with rates in urban areas as high as 40.7 per cent. As part of India’s national health goal to reduce hypertension by 25 per cent by 2025, Glenmark’s initiative is a timely intervention.

Key components of the campaign:

• 50 Youth Awareness Programs: Targeting college students to emphasise the importance of early BP monitoring.

• Digital Outreach: Reaching over 10 million individuals through bpincontrol.com, social media, and collaborations with influencers.

• 900+ Hypertension Awareness Rallies: Conducted nationwide in sync with World Hypertension Month and World Heart Month.

By linking over 1,00,000 healthcare professionals across India, the “Take Charge @18” campaign seeks to significantly improve hypertension awareness and early diagnosis, ultimately enhancing heart health for millions of young Indians.