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.