Inside Ogilvy’s Strategy: How Music Amplified Nick Jonas’ #TheBeyondType India Campaign

Co-founder Nick Jonas, board member Priyanka Chopra Jonas, and global diabetes non-profit Beyond Type 1 have launched #TheBeyondType, the organisation’s first India-focused campaign, aimed at challenging stigma, raising awareness, and spotlighting the lived experiences of people with Type 1 diabetes (T1D). The initiative was announced on December 2, 2025, marking Beyond Type 1’s 10th anniversary.

India has the world’s largest population of young people living with Type 1 diabetes and the second-highest number of people with diabetes overall. Despite this, awareness remains low, and stigma continues to affect early diagnosis, daily management, and long-term care.

A Campaign Rooted in Real Stories

#TheBeyondType celebrates individuals across India who are “the unstoppable type, the determined type, the inspiring type,” showing that diabetes does not define those living with T1D. The campaign launched on Instagram with a joint post from Priyanka Chopra Jonas, Nick Jonas, and Beyond Type 1collectively reaching 135 million followers.

The films highlight six individuals whose stories demonstrate that T1D is not a barrier to ambition:
• Lt Col Kumar Gaurav, a triathlete and army officer
• 13-year-old karate champion Mehrin Rana
• Pastry chef Nishant Amin
• Toy designer and entrepreneur Shreya Jain
• Dancer and actor Indu Thampy
• Vegetable vendor and marathon runner Harichandran Ponnusamy

As young athlete Mehrin shares in the film, “Diabetes is just a part of my life, not a limit. A person with type 1 can do everything in their life without any limits.”

Nick and Priyanka: Bringing Visibility to Lived Experience

Priyanka Chopra Jonas emphasised the need to amplify unheard stories,“India has extraordinary people living with Type 1 diabetes, yet their stories are rarely heard. I came to understand this community more deeply through my husband Nick, and I’ve witnessed firsthand the strength and determination that so many people living with T1D carry every single day.”

She added, “The Beyond Type brings a few of these stories forward, and shows that with proper care and access, diabetes does not define them or limit what they can achieve.”

Nick Jonas, diagnosed with T1D at age 13, highlighted the gap in access and understanding.

“I know for myself how diabetes doesn’t have to limit you, but only when you have access to the right care, tools, and support. That’s why we’re here in India, where awareness is low and stigma remains high, to help make that possible for everyone.”

He added, “Through my own family, I’ve come to love India deeply, and I’m proud of the progress already underway.”

Using Storytelling and Music to Build Empathy

Speaking about the creative vision, Seema Srivastava, Director of Global Advocacy & Social Impact at Beyond Type 1, said storytelling was central to shifting perceptions.

“Music connects because it gives people language for emotions we struggle to express. The Beyond Type campaign uses storytelling in the same way, because real stories build empathy faster than facts.”

She noted that the song Human adds emotional depth to the films.“One father with diabetes told us the lyric ‘I’m only human after all, don’t put the blame on me’ broke through years of stigma. That is the power of creativity,it helps people feel seen.”

Srivastava added that the toughest challenge in localising the campaign was ensuring it authentically reflected the lived realities of people with T1D across India.

“We spent time listening to families, advocates, and grassroots organisations. The result is a campaign shaped not by assumptions, but by the authentic voices of the community itself.”

A Distinct Creative Approach in a Crowded Health-Awareness Space

Ogilvy India led the campaign’s creative execution.

Puneet Kapoor, Chief Creative Officer, Ogilvy South, said the goal was to highlight resilience rather than only symptoms and treatment.

“Most communication on Type 1 diabetes is informational. We wanted to celebrate the heroic, inspiring effort people with T1D show every day. So we chose to do exactly that.”

Arneeta Vasudeva, National Head – PR & Influence, Ogilvy India, added that authenticity was the key differentiator.“What makes #TheBeyondType stand out is that it is rooted in lived experience and real Indian voices,from a 13-year-old girl to a serving army officer. The energy of the campaign, from the cast to the cinematography to the choice of the song Human, was all intentional.”

She noted that showing the films first to T1D ambassadors and grassroots organisations ensured the campaign remained community-led.

“The launch being championed by Nick Jonas and Priyanka Chopra Jonas made it distinct,not because they are celebrities, but because Nick is one of the Beyond Type.”

Addressing Stigma and Delayed Diagnosis

Type 1 diabetes is an autoimmune condition unrelated to lifestyle. Early warning signs,excessive thirst, fatigue, frequent urination, and unexplained weight loss,are often missed due to stigma and misinformation.

A recent study, Invisible Inequities in Type 1 Diabetes Care in India (PLOS Global Public Health), found that young people often hide their diagnosis, avoid taking insulin in public, and face discrimination in schools, workplaces, and even marriage prospects.

Supporting Grassroots Organisations Across India

Alongside the campaign, Beyond Type 1 is supporting four community-based organisations working across high-need regions:HRIDAY (Delhi–NCR) – Strengthening school and community awareness,Nityaasha Foundation (Pune) – Supporting underserved children with T1D,Gram Jyoti (Jharkhand) – Bringing early health awareness to rural classrooms and SAMATVAM Trust (Karnataka) – Empowering girls with T1D through care and life skills

Srivastava underscored the importance of local partnerships,“Real change begins with the people closest to the work on the ground. By partnering with grassroots organisations, we are helping families recognise early signs, reduce shame, and access education, supplies, and peer support.”