The third chapter of the #BerokZindagi movement was released by CIPLA Limited with a new digital film aimed at removing asthma misconceptions and fears and empowering asthmatics to live a life without restrictions. The film emphasizes the central message, “Asthma ke liye, hain Sahi inhalers”. Despite the figure, the use of inhalers, which is the most effective medication, is abysmally poor. India has 37.9 million cases of asthma. The multimedia film is anchored by the youth symbol and one of the most influential people in the country, Ayushmann Khurana, of TIME magazine. Through this film, Ayushmann inspires asthmatics to follow the proper form of care, i.e. inhalers, by narrating the tales of three renowned successes that did not prevent them from fulfilling their dreams of asthma.
Michelin star Chef Vikas Khanna & Arjuna award-winning badminton player Parupalli Kashyap is part of the film. By fostering social support for inhalers and combating social stigma through education, the Berok Zindagi initiative strengthens the need to raise awareness about asthma and inhalation therapy. The initiative is an international attempt to encourage patients through the use of inhalers to live a life without obstacles and help them gain faith. With the popularity of the previous initiative, an ad recall of 40 percent has been released and inhaler awareness has increased by 10 percent and inhaler consideration has increased by 5 percent.
Ayushmann Khurrana, Actor, National Award Winner, and Lead Anchor for this year’s Berok Zindagi Campaign, said that it is most important to have good health, and it is equally important that we approach it in the right way. He is very thankful that he can be part of the project of Cipla and this partnership is his effort to raise asthma awareness and normalize public use of inhalers. This initiative is now the need of the hour, with the high prevalence of respiratory disease in India, and Ayushmann strongly believes in the cause of this campaign. One can control asthma and live a normal life with prompt diagnosis & the right care. He also said that the social shame that affects asthma & inhalers can be seen around himself and so together, we will both help eradicate this stigma & help asthmatic patients live happier life.
Dr. Vikas Gupta, Head of India Business Prescription, Cipla Ltd. commented that the ethos of Cipla is deeply rooted in their ‘Caring for Life’ objective. Berok Zindagi, Their public awareness initiative, resonates with their ideology. They have always put patient well-being at the center of all their efforts, and this program further reflects on the ideals of raising asthma awareness, removing the stigma and misunderstandings associated with it. He further said that they were told & inspired by their performance in the last two campaigns that they are on the right road. Berok Zindagi’s third chapter continues to relay the main message that ‘Asthma ke liye Hain Sahi Inhalers’ (inhalers are right for asthma) will help to increase awareness and teach everyone about asthma and its proper care.