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Tag: #BerokZindagi

  • Cipla’s #BerokZindagi ushers in a new era of storytelling with digital content platform FilterCopy

    Cipla’s #BerokZindagi ushers in a new era of storytelling with digital content platform FilterCopy

    Mumbai: Cipla Ltd.’s #BerokZindagi, partners with one of India’s leading digital entertainment companies, Pocket Aces, to create multiple sketches for the platform’s leading short-form content channel – FilterCopy. By harnessing Pocket Aces’ expertise in crafting and amplifying unique stories, Cipla hopes to further the mission of its largest public and patient awareness campaign – dispelling asthma myths, improving inhaler acceptance, and inspiring asthmatics to live a Berok Zindagi (unstoppable life). This partnership marks the pharmaceutical company’s entry into alternative content formats, that uses relatable storytelling to convey and subtly reinforce an important message. The first video, ‘A Monsoon Romance: When Opposites Attract’, premiered on FilterCopy’s YouTube channel on 7 September.

    Created in easy-to-consume, snackable and shareable formats, each video will tell a heartwarming ‘Slice-of-life’ story scripted by the creative team at FilterCopy in collaboration with Cipla. The first premiere is a captivating love story set against the backdrop of the romanticized Mumbai monsoons. It will not only endear audiences but will also shed light on the fact that monsoons can be triggers for asthmatics. However, through subtle character integrations, the film emphasizes that with proper doctor-prescribed treatment, even those with asthma can enjoy the rainy season to the fullest. All films will be cross amplified through FilterCopy’s social media channels, reaching out to the ‘Digital GECs’ 22+ million audience and will be available in six languages – Hindi, Bengali, Telugu, Tamil, Malayalam, and Kannada.

    Cipla Ltd. CEO – One India business Achin Gupta said, “With India contributing almost 42% of global asthma deaths despite accounting for only 13% of the cases worldwide, Asthma continues to be a high burden disease in India affecting both adults and children.  Misconceptions about asthma and inhalers contribute to the imbalance in its prevalence and outcomes, but correcting these can significantly improve patients’ lives. Over the years Cipla has pushed the boundaries with #BerokZindagi, employing a multitude of creative mediums to help combat misinformation, stigmas, and myths about asthma as well as inhalers and connect with today’s audiences.

    By exploring various content formats that touch upon diverse themes our aim is to integrate our message of awareness and inspiration into the cultural fabric of the country, enabling us to reach and resonate with a wide-ranging audience. With this partnership, Berok Zindagi moves beyond being just an awareness campaign, but to a movement that aims to transform perceptions and improve the lives of those living with asthma.”

    Pocket Aces co-founder & CEO Aditi Shrivastava said, “The Cipla partnership is very special especially since it aligns perfectly with our renewed mission of positive content at Pocket Aces. Storytelling can have a profound impact on dispelling misconceptions, as the Cipla team has already proved with innovative initiatives on their #BerokZindagi campaign. We have thoroughly enjoyed working with the team at Cipla to design content pieces that will address different communities and distinct use cases that will reach a massive audience. Via this campaign, we are looking forward to leveraging our channel FilterCopy to educate, break myths, and empower our audiences to live #BerokZindagi.”

    Using ‘common sense’ as a tool to convey its message, Asthma Ke Liye Inhalers Hain Sahi, Cipla also released an ad film that follows the story of a young schoolboy living with asthma. After being underestimated by the rival cricket team because of his condition, the young boy shows them up and defies expectations, showcasing his talent and determination in the sport, while also highlighting the importance of sticking to his treatment. With a digital first approach, the film features a new rendition of the popular #InhalersHainSahi song. 

  • #InhalersHainSahi: Ayushmann Khurrana drives asthma awareness

    #InhalersHainSahi: Ayushmann Khurrana drives asthma awareness

    MUMBAI: Cipla has launched the third chapter of its Ayushmann Khurrana-starrer #BerokZindagi campaign, which seeks to dispel myths and fears about asthma. According to the pharma company, India has 37.9 million cases of asthma but despite this high number, the usage of inhalers – the most effective treatment – is abysmally low.

    Cipla said that last year, #BerokZindagi demonstrated a marked impact on both awareness and acceptance of inhalers. The awareness levels for inhalers improved by 10 per cent and consideration for inhalers saw an uptick of 5 per cent.

    This year, the company has associated with Khurrana to highlight asthma ke liye, inhalers hain sahi (inhalers are right for asthma) through a digital film.

    Cipla head – India business prescription Dr Vikas Gupta said, “Ayushmann, as the lead anchor of the campaign, will help in driving much-needed awareness for asthma and address myths related to inhalers. He has cast light on many social stigmas through his movies and we hope to address even the social stigma associated with asthma and inhalers.”

    Gupta added, “By the end of the third phase of the campaign, Cipla aims to establish inhalers as the right treatment for asthma, to increase the adoption of inhalers by busting the myths and drive social acceptance for inhalers by addressing social stigma through education.”

    The campaign will run on social media, various OTT platforms, and on radio to cover more geography and reach deeper into markets. Schbang Digital has conceptualised the campaign and produced the film. PHD Media (Omnicom Group) is the brand’s media agency.

  • Cipla’s new ad with Priyanka Chopra breaks stigma around asthma

    Cipla’s new ad with Priyanka Chopra breaks stigma around asthma

    MUMBAI: Cipla has launched its new TV campaign, #BerokZindagi. The TVC aims to raise awareness about asthma and its treatment, along with helping address the social stigma surrounding it – one of the key factors for limited disclosure of being asthmatic and avoidance of inhaler use in public. As a part of this film, Priyanka Chopra, Bollywood’s global icon will help break barriers to inhaler usage and highlight the need for an attitudinal change towards inhalation therapy as the most effective treatment for asthma management vis-à-vis oral medication.

    With the stigma surrounding asthma, and abysmally low awareness levels regarding inhaler use, this campaign calls for a sustained dialogue and adoption of the right treatment to improve patient outcomes.

    The film opens with Chopra narrating her story of how she took control of her asthma and did not let it come in the way of achieving her dreams. Through her story, she attempts to break deeply rooted myths associated with inhalers and encourages patients to consult their doctor and adopt the most effective treatment. 

    Cipla executive vice president and head India Business Nikhil Chopra adds, “Ongoing education is of paramount importance in chronic diseases like asthma. Cipla has continually led the charge in reinforcing awareness about asthma and its treatment with the objective to ensure better health outcomes. Therefore, education and myth busting are precisely what the TVC for #BerokZindagi is focused on. Hopefully, this campaign will help in increasing both relevance and acceptance of inhalation therapy as the foremost and most effective medication among asthmatics, caregivers and the general public. This directly resonates with our endeavour of enabling asthmatics to achieve more in their daily lives through optimal inhaler use, and thereby live life to its fullest.” 

    #BerokZindagi is a first-of-its-kind campaign which positions asthma and inhalation not as a sign of weakness, but as an echo of the patients’ undeniable resolve and spirit.

    The TVC was scripted by the creative team at GREY Group India, directed by Koushik Sircar and produced by NP Prakash of Apostrophe Films. The campaign will comprise a 360-degree media mix led by TV. It will be supported by digital mediums and on-the-ground activations.

    GREY group India chairman and managing director Yash Samat adds, “Our clear objective was to normalise the use of inhalers and remove the stigma around it. And there wasn’t a better way than to use a celebrity who is also a sufferer. It was brave on Priyanka’s part to come out in the open about the disease. And if, by using an inhaler she can live a Berok Zindagi, so can millions of other patients.”

    The campaign will commence on 15 September and will run through to mid-January on Hindi and regional GEC, news, infotainment and movie channels. On the digital platform, Cipla is promoting the campaign through VOOT, Hotstar, YouTube and social media via Twitter and Facebook with contextual content.

    #BerokZindagi aims to help millions breathe free and is here to support asthmatics by encouraging them to opt for inhalation therapy. Shying away from the condition will not improve quality of life, accepting it will.