CIPLA’s new campaign tries to eradicate social stigma for asthmatic people


India has a population of 136 crore, out of which 6% children and 2% adults have asthma. In the list of most polluted cities, 6 out of 10 are the cities of India, being a country with deteriorating pollution levels, dealing with respiratory disease is major concern for the people who had to deal with asthma in their day to day life.

CIPLA recently launched it’s new campaign call #BerokZindagi which aims to eradicate the myths that exists on the asthma & the use of inhalers. India has over 37 million cases of asthma, even though the number is huge, the usage of inhalers compared to cases are very low. CIPLA with their new campaign Asthma Ke Liye #InhalersHainSahi messaging is looking forward to educate people on the usage of inhalers. The video for this campaign features Michelin star Chef Vikas Khanna and Arjuna awardee badminton player Parupalli Kashyap, two renowned personalities who have overcome asthma. With their help CIPLA emphasis on the questions which arises when people are prescribed for inhalers.

The campaign annihilates myths & answers the most common questions people have. Curated with a focused messaging of ‘Asthma Ke Liye #InhalersHainSahi’ and backed by celebrities who have experienced and tackled this issue, the campaign encourages viewers to correct misconceptions & make educated decisions. For addressing this social stigma CIPLA has launched this campaign to eliminate the fear of people who is scared of inhalers. The campaign also shows how one overcome obstacles and work towards achieving a successful and fulfilled life, much like Vikas Khanna and Parupalli Kashyap.


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