~ Mankind Pharma’s “Angdaan Mahadaan puts Amitabh Bachchan cutouts and NOTTO specialists on stage to push 1 crore organ-donation pledges — awareness as a national movement, not a CSR footnote ~
New Delhi, September 2026: Mankind Pharma has launched Angdaan Mahadaan, a nationwide public-awareness push built around a blunt ambition: inspire 1 crore Indians to pledge for organ donation. The brand is treating the gap between patients waiting for transplants and registered donors as a communication problem as much as a medical one — myths, family silence, and the habit of postponing the decision.
The launch sat with transplant specialists and representatives from the National Organ and Tissue Transplant Organisation (NOTTO). Speakers walked through realities of donation and transplantation, then pushed the action step: register the pledge on NOTTO’s portal and talk about it at home before a crisis forces the conversation.
From awareness session to household pledge
As part of the roll-out, Mankind hosted an Organ Donation Awareness Event that engaged more than 25,000 Mankindians, their families and extended communities. Sessions focused on why a single pledge can unlock life-saving transplants — and why misconceptions still stall families when consent is needed most.
The room included Dr. D.S. Ray, Chief Nephrologist and Head, Renal Transplant Programme, R N Tagore International Institute of Cardiac Sciences, Narayana Health, Kolkata; Dr. Abhideep Chaudhary, Chairman and HOD, HPB Surgery and Liver Transplantation, BLK-Max Super Speciality Hospital, New Delhi; and Dr. Kanika Rastogi of NOTTO, New Delhi.
To give is to live beyond yourself. Through Angdaan Mahadaan, we want to inspire people across India to recognise the extraordinary power of a simple decision: the decision to give someone another chance at life. Our ambition is to motivate 1 crore Indians to pledge for organ donation and make this a movement that creates a lasting legacy of hope,” said Rajeev Juneja, Vice Chairman and Managing Director, Mankind Pharma Ltd.
Why brands are in the pledge business
For a pharma house whose line is Serving Life,” organ donation is brand-adjacent purpose with a measurable ask — not a soft festival greeting. The campaign’s working theme is Angdaan Mahadaan: Pledge. Inspire. Save Lives. Indians can register through NOTTO’s donor pledge portal; Mankinds job is to turn that URL into a household conversation. In a market where CSR often stops at awareness films, the 1-crore pledge target is the marketing metric that will decide whether Angdaan Mahadaan was a launch event or a movement.
