CIPLA’s new campaign to fight OBSTRUCTIVE AIRWAY DISEASES CIPLA’s new campaign to fight OBSTRUCTIVE AIRWAY DISEASES
By BRAND EQUITY | November 8, 2017
Cipla, a leading pharmaceutical company, has taken an initiative to educate and encourage patients suffering from Obstructive Airway Diseases (OAD) to smartly manage and control it. A mass media campaign titled #BerokZindagi is launched to help establish the fact that obstructive airway diseases are not a debilitating factor. The campaign is conceptualized and executed by GREY Group India. It aims to spread the awareness that inhalers are in fact the smartest choice to combat the illness and aims to make them more socially acceptable, thereby enabling patients to live a life without limits.
Talking more about the campaign, Nikhil Chopra, head India business, Cipla, said, “Myth-busting around inhalers and benefit education will be the prime focus of the campaign. We aim to normalise inhalers and debunk the misconceptions around it. Our storytelling follows an approach which will help demonstrate the fact that patients have a smarter and effective way to treat asthma. I am glad that GREY Group and Impact Public Relations have come on board to support us with their core expertise in driving this behavioural and attitudinal shift.”
“These stories challenge social attitudes and behaviour and that’s why portraying the undeniable spirit and zest of our protagonists was key to the execution. Hopefully, this campaign will trigger more open conversation around inhalers and make them the new normal. Hats off to Team Cipla for believing in the power of simplicity,” added Sandipan Bhattacharyya, chief creative officer, GREY group India
Nov 8, 2017