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#InhalersHainSahi: Ayushmann Khurrana drives asthma awareness

The Berok Zindagi campaign is meant to dispel myths and fears about asthma.

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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.

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