MAM

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

The ad advocates timely intervention that can help one lead a life without restrictions

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/09/14/cipla.jpg?itok=t6bclIhc

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.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/23/aamir-khan-itv.jpg?itok=cTaZuS6r
Aamir Khan features in Walkaroo’s #BeRestless campaign by Lowe Lintas

Distinctive footwear brand, Walkaroo – from the stable of U4ic (Euphoric) International, a VKC group company has released its latest marketing campaign. With a unique concept and differentiated content, targeted primarily towards the youth, the company plans to create a niche in the Indian footwear...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/23/safari.jpg?itok=lM2-xjd6
Safari Bags urges everyone to travel ‘differently’

Safari Bags has launched its first PAN-India brand communication campaign, created by Ogilvy Mumbai.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/23/goldmedal.jpg?itok=66MhctZm
Goldmedal Electricals launches brand mascot ‘The Wireman’

Goldmedal Electricals has launched its brand mascot - ‘The Wireman’, for its wires and cables segment.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/23/cinepolis.jpg?itok=klHSeH1K
Cinépolis launches Bollywood-inspired campaign

Cinépolis, India’s international movie theatre circuit has launched a new campaign, highlighting its focus on customer service.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/23/fortune.jpg?itok=g5AyHfXD
Fortune pays tribute to mothers with inspiring ad campaign

On the occasion of Mother’s Day, Fortune, which has the largest portfolio of brands in the edible oils and foods segment, launched a heart-warming and thought provoking digital film to remind us the important lessons we learnt in our lives, which were shared and passed down to us by our mothers...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/23/chef.jpg?itok=QFQjBMjK
'Maa Ki Baat' - a heartfelt heirloom recipe show, viewed through a modern lens by chef Ranveer Brar

Reviving the magic that every mother creates in the confines of her small regional kitchen, India's favorite cook, culinary connoisseur and TV Host Ranveer Brar is gearing up for his newest digital series "Maa Ki Baat", an heirloom YouTube show that will bring forth the secret, legendary recipes...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/22/snickers.jpg?itok=NjMlVufX
Snickers new campaign pranks MS Dhoni followers with a ‘hungry decision’

In the run-up to the Men’s Cricket World Cup 2019, chocolate brand Snickers teamed up with its brand ambassador and cricketer MS Dhoni for an interesting social media campaign based around its global philosophy of ‘You Are Not You When You’re Hungry’.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/22/THOMAS.jpg?itok=7gtA1YmA
Thomas Cook India launches no cost EMI-powered innovative ‘Holiday Basket’

Thomas Cook (India) Ltd., India’s leading integrated travel and related financial services company, has launched Holiday Basket - an innovative EMI-powered holiday solution, offering Indian travellers inflation-proof credit based holidays.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/05/22/Untitled-1.jpg?itok=MHkFf7YE
ASCI upheld complaints against229 advertisements of 270 advertisements of which over 100 pertained to advertiser’s websites violating DMR Regulations

During the month of March 2019, ASCI examined complaints against 344advertisements,advertisers ensured prompt corrective action for 74advertisements once they received the complaints from ASCI. ASCI’s Independent Consumer Complaints Council (CCC) upheld complaints against 229 advertisements out of...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories