Campaign India Team
Apr 05, 2023

Cipla's #InhalersHaiSahi takes center stage - champions a movement through music

Aims to inspire asthmatics to live a #BerokZindagi (unstoppable life) through this campaign

Cipla's #InhalersHaiSahi takes center stage - champions a movement through music
As a part of its largest patient awareness campaign - #BerokZindagi, Cipla launched a cover song challenge on Instagram and Facebook, with a slew of popular music creators and influencers including Sumonto Mukherjee, Melissa Srivastava, Akshat Acharya, Tanishka Bahl and Swaroop Pandey, to name a few.  




Building awareness about inhalers as a safe and effective mode of treatment for people with asthma, the challenge uses music as its medium of expression, with the heart-warming #InhalersHainSahi song (available on Gaana, Jio Saavan, and Wynk app) championing the movement with an uplifting message. 


Through this challenge, the company extended the reach of its marquee campaign to an additional one crore plus netizens, with 2000 plus social media users joining the movement. 


Around 12% of worldwide asthma cases are reported in India, yet a staggering 42% of deaths related to asthma are recorded in the country. This stark contrast is primarily due to two significant obstacles: the absence of awareness and stigma. Owing to inadequate knowledge of the disease, individuals with asthma often overlook the symptoms and delay seeking medical aid. 


Furthermore, negative perceptions and stigmas associated with inhalers, such as potential side effects and social embarrassment, further hamper proper treatment. A substantial change in India's perspective towards asthma and inhalers is required, which can be achieved by initiating extensive awareness campaigns throughout the nation.


With a digital-first approach #BerokZindagi has evolved, utilising newer, more engaging and interactive formats that enables it to seamlessly integrate into the cultural zeitgeist of today’s generation. Teaming up with some of the country’s young and talented musicians, the challenge furthers the campaigns ambition to influence change and spark social conversations that address the stigma as well as misinformation associated with asthma and inhalers. With their unique voices and powerful platforms, these young musicians have helped inspire and deliver a message of hope to those suffering from asthma.


Over the years, the campaign has reiterated the company’s efforts to raise awareness about asthma through channels that inform, educate, and enhance doctor-patient communication. 


Celebrities like Madhuri Dixit, Sonali Bendre, Satish Kaushik, Mandira Bedi, as well as Priyanshu Painyuli, have extended their support by either narrating their asthma stories or lending their persona to amplify the movement. Prominent personalities like these have proved to be valuable advocates for the campaign and have served as a source of confidence to those suffering in silence to seek medical help and accept inhalers as the most effective solution. 


The way Cipla has executed its awareness campaign is impressive, setting a high standard for social responsibility that extends beyond its role as a pharmaceutical company.


Campaign India

Related Articles

Just Published

1 hour ago

Greenlam Laminates unveils a tale of generational ...

Watch the film conceptualised by Dentsu Creative here

1 hour ago

DDB Worldwide hires Chaka Sobhani as international CCO

Chaka Somani's remit is all of DDB's offices around the world

2 hours ago

Rediffusion accuses Disney Star of lifting its ...

States that the idea for the promo of the Pro Kabaddi League was given by Rediffusion, but was implemented by Wunderman Thompson

2 hours ago

The CMO's MO: Nikhil Gupta of Signify India on ...

The head of marketing, integrated communications, and commercial operations, South Asia at Signify India delves into the brand's shift in investment focus in order to adapt to the evolving marketing landscape and also reveals what he admires about the Indian railways