Cipla is launching a mass media campaign that will educate and encourage patients suffering from Obstructive Airway Diseases (OAD) to smartly manage and control the disease. The campaign will be launched in the first week of November and will be on air for a period of 3 months across television, print and social media platforms.
Roping in the best communication talents from the industry, while the creative mandate will be with GREY Group India, Impact Public relations will drive the entire gamut of stakeholder outreach programs and Wat Consult will be responsible for the Digital and Social Media platforms.
Widespread stigmas, unbound myths, low levels of patient awareness coupled with reticent social acceptance have deterred patients suffering from OAD to use the most effective form of treatment and lead an active normal life.
Titled #BerokZindagi, the campaign will help establish the fact that OAD is not a debilitating factor. It also strives to establish inhalers as the smartest choice to combat the illness. The campaign aims to eliminate stigma around inhalation therapy and make it more socially acceptable and enable patients to live a life without limits.
According to Mr. Nikhil Chopra – Head India Business, Cipla, “Myth busting around inhalers and awareness about OADs being manageable will be the prime focus of the campaign. We aim to normalize inhalers and debunk the misconceptions around it. Our storytelling follows an approach which will help demonstrate the fact that patients have a smarter and effective way to treat asthma. I am glad that GREY Group and Impact Public Relations have come on board to support us with their core expertise in driving this behavioral and attitudinal shift.”
Kulpreet Freddy Vesuna, Founder & Managing Director, Impact Public Relations said, “We are delighted to be shortlisted amongst many other leading PR agencies to drive this important campaign. Myths surrounding the disease have created a contrasting perception amongst patients and the society at large. Of the many stakeholders we reached out to, there was a common voice reiterating that patients are vulnerable to social stigma, coupled with the fact that they are generally unable to lead a normal life. #BerokZindagi will hopefully become a game changer in the way people look at asthma and the related management of the disease”.
Vineet Singh, Senior Vice President and Office head - Mumbai, GREY Group India added “Our strategy evolved from the insight that sufferers avoid using inhalers due to social embarrassment and withdraw themselves from situations which they think will aggravate their illness. This campaign urges people to live a truly BerokZindagi by just using the most effective form of treatment. Using an inhaler should be as common as using a helmet while riding a motorcycle. We believe the campaign will inspire and spark the change for patients to live a life without limits.
#BerokZindagi is a first-of-its-kind campaign which positions the inhaler as not a sign of weakness, but echoes the patients’ undeniable resolve and spirit.”