Calling all foodies! Think Before You Order, says Narayana Health on World Health Day

Bengaluru: In a bid to address the growing health crisis among India's young workforce, Narayana Health has launched “Think Before You Order,” a comprehensive awareness campaign designed to encourage healthier food choices. This ongoing campaign coincided with World Health Day, highlighting the urgent need for dietary awareness among urban youth.

India is witnessing an alarming rise in unhealthy eating habits, particularly among urban professionals. The convenience of quick commerce apps has made it easier than ever to opt for fast food—be it high-sodium snacks, sugary desserts, deep-fried treats, oversized portions, or late-night binge meals. 

As per recently published industry reports, Bengaluru alone consumes six million burgers a year and nationwide, biryani leads with 83 million orders. One report mentions a Bengaluru resident who spent nearly ₹50,000 on pasta in a year, while another from Delhi made headlines for ordering 250 onion pizzas in one go. Choco lava cake tops desserts with 3.6 million plates, followed by chocolate truffle cake with 2.27 million. Combined with sedentary lifestyles, such choices are contributing to lifestyle diseases like obesity, diabetes, hypertension, fatty liver, and cardiovascular complications.

“Narayana Health’s ‘Think Before You Order’ campaign is a timely, proactive response to what could well become another pandemic—a widespread addiction to unhealthy food choices available at our fingertips,” said Ashish Bajaj, Group CMO, Narayana Health. “This initiative is about reframing food choices by sparking awareness at the point of consumption. We're not here to demonise food, but to bring mindfulness into an experience that’s become instinctive for many young professionals.”

Breaking away from conventional health messaging, the campaign employs immersive and relatable storytelling. Narayana Health has designed the initiative to simulate a food delivery experience—using familiar app-style visuals, time-limited offer formats, and scrolling menu designs—with a twist: the health implications of each item are spotlighted instead of discounts.
“The campaign is built on a core consumer insight—young professionals make food decisions heavily influenced by instant gratification and convenience rather than health,” said Abhishek Misra, Country Head – Brand & Marketing, Narayana Health. “What makes this campaign unique is that we’re stepping into the consumer’s journey at the most critical point—right before they place an order, leading to self-reflection. By blending creative disruption with relatable design, we aim to shift behaviours through subtle yet powerful nudges that encourage long-term habit change.”

This campaign reinforces Narayana Health's commitment to prevention rather than cure, encouraging young professionals to be more conscious of everyday food choices and the long-term health implications they carry.