Mumbai, March 6 -- Cricket fans watching the high-stakes clash between India and Pakistan in the ICC Men's T20 World Cup a few weeks ago may have been surprised to see video commercials by drugmaker Eli Lilly promoting obesity awareness and urging people to consult doctors.

They may now have to get used to it. Pharmaceutical companies such as Eli Lilly and rival Novo Nordisk are stepping up multimedia awareness campaigns, working around Indian rules that prohibit the direct advertising of prescription drugs, as the race for India's nascent but lucrative weight-loss drug market intensifies.

Drugmakers are treading a fine regulatory line by not directly promoting their drugs, but building awareness around obesity being a disease and encou...