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

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/09/14/cipla.jpg?itok=cFZCHa5j

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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/bhafat.jpg?itok=fr6B5TU9
BharatMatrimony ads draw parallels between cricket & marriage

NEW DELHI: BharatMatrimony, a leading online matrimony player, is known for contextual content during IPL and often rides on topical news. The brand is again back with its cool contextual posts driving social engagement and this time it is relating cricket with marriage. BharatMatrimony is wooing...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/daily.jpg?itok=pm6yJqoC
Dailyhunt forges content partnership with Chennai Super Kings

NEW DELHI: Dailyhunt, a local language content discovery platform for Bharat, today announced CSK Originals – an exclusive and exciting content partnership with IPL favorites’ Chennai Super Kings. This partnership manifests as an exclusive hub on the Dailyhunt platform, giving users access to...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/daddy.jpg?itok=BE7PE31C
GoDaddy launches second phase Bijness Bhai campaign in India

NEW DELHI: GoDaddy Inc, a company that empowers everyday entrepreneurs, has launched the second phase of its marketing campaign for India - Bijness Bhai. This campaign continues the focus on encouraging small businesses in India to build a complete, integrated online business, and creates awareness...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/tac.jpg?itok=Q4h7Kump
The Ad Club re-elects Partho Dasgupta as president

MUMBAI: Advertising, Marketing and media industry’s apex body – The Advertising Club today announced the Managing Committee for the current fiscal i.e. FY 2020-21 at its sixty sixth annual general meeting. Its current president Partho Dasgupta has been re-elected to lead the body. Under his able...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/otc.jpg?itok=-8V18Ygt
ITC urges consumers to munch on Bingo! during Dream11 IPL

DELHI: Snacking enhances everyday moments and cricket fans love to munch on something while they are watching their favourite sport. Bingo! is the preferred snacking choice of millions of Indians, elevating their experience while they are glued to their screens from the comfort of their homes. The...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/aparna.jpg?itok=cHseEbD2
Great Learning appoints Aparna Mahesh as chief marketing officer

NEW DELHI: Great Learning, one of India’s leading ed-tech companies for professional and higher education has appointed Aparna Mahesh as the company’s chief marketing officer (CMO). She will be responsible for managing Great Learning’s global marketing strategy, development and delivery of brand...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/2.jpg?itok=Ug89ZaZx
VMLY&R wins Dell India's creative duties

Dell has appointed the brand experience agency VMLY&R as its lead creative agency in India for both the consumer and small business portfolio. The mandate was won after a keenly contested pitch.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/mix_0.jpg?itok=CxnfTleI
PROMAX INDIA IS THRILLED TO ANNOUNCE AN ADDITION TO AN EVEN MORE STELLAR LINE-UP OF SPEAKERS for ‘Re-Invent’ PROMAX INDIA VIRTUAL 2020 -CONFERENCE & AWARDS LIVE on 7th, 8th & 9th of October, 2020

Get transported into the Future of Creativity in Augmented Reality all the way from Sydney with Emile Rademeyer, and the Climb to the Top of the Pyramid and witness a fireside chat with Megha Tata and Navika Kumar, as they highlight their journey and experiences in the media landscape. Then, sit...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/29/rahul_tewatia.jpg?itok=s0gv5P7O
Brands leverage Rahul Tewatia moment

NEW DELHI: Over the years, IPL has given birth to several big stars who haven't just entertained the crowds but went ahead to become viral-sensation. The latest to be a part of that elite club is Rajasthan Royals' Rahul Tewatia who smashed five sixes in one over in a match against Kings XI Punjab...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required