A month-long drive was launched on 5th November 2019 by Edelweiss Tokio Life Insurance in collaboration with MOHAN Foundation focussing on debunking myths around organ donation in India and urging people to step up and take the pledge to become organ donors.

At the launch event a Research report, ‘Life After Life: State of Organ Donation in India’ was unveiled by the dignitaries - Mr. Rashesh Shah (Chairman and CEO Edelweiss Group), Mr. Sumit Rai (MD & CEO Edelweiss Tokio Life Insurance), Mr. Runjan Panjwani (Executive Director Edelweiss Tokio Life Insurance), Mr. Rahul Bose (Actor), Dr. Sunil Shroff (Managing Trustee, MOHAN Foundation), and Dr S. K. Mathur (President, ZTCC Mumbai). A digital film with Rahul Bose titled #NoMoreWaiting was also launched and has hit more than 1 million views.

The research report was based on a two-week survey conducted across 12 major cities — Delhi, Lucknow, Jaipur, Mumbai, Ahmedabad, Indore, Chennai, Bangalore, Kochi, Kolkata, Patna, and Guwahati — and touched base with more than 1,500 respondents in the age group of 20-60 years. It brought to light some interesting trends, myths and beliefs that people have regarding organ donation. It showed that 80% of the respondents were aware of the concept of organ donation, but only 3% ended up actually taking the pledge due to lack of clarity on the process of how to donate. Edelweiss Tokio Life Insurance also received a GUINNESS WORLD RECORDS title for collecting the highest number of pledges for organ donation in a single day - 54,626 pledges on November 28, 2019.