Cipla's New Television Commercial

With the second leg of #BerokZindagi having officially kicked off, the new TVC that Cipla recently launched on the 14th of December 2019 perfectly encapsulated the theme for this phase of the campaign. The same being "Asthma Ke Liye, Inhalers Hain Sahi".

The campaign aims to bring about awareness amongst both, non-asthmatics and asthmatics, about the benefits of using inhalation therapy. In doing so, we hope to destroy the stigma attached to the use of inhalers, which has prevented asthmatics all over India from accessing the correct treatment.

There are currently more than 3.5 crore asthmatics in India alone and a large number of them refuse to use inhalers due to the stigma attached to it. The television commercial focuses on this aspect and makes an effort to drive home the fact that rumour is not reality.

The television commercial begins with an asthmatic boy who wakes up early in the morning to go for his cricket practice. Throughout the day, he encounters different people who have various concerns about his use of inhalers, ranging from the dose of the inhaler medication to the risk of addiction. Regardless of the stigma thrown his way, the boy denies the incorrect statements and his parents bat away all the concerns that people have about the use of inhalers. The commercial then stresses how the medication present in an inhaler directly target the lungs, acts faster and has fewer side effects as compared to oral tablets.

It beautifully portrays the boy pursuing his love for cricket and not letting asthma stand in the way of him achieving his dreams. It ends with the boy talking about how it is always wise to listen to the advice of your doctor rather than the misinformed statements of the people around you.  

Overall, the commercial fulfilled the purpose of driving home the core idea of this campaign - "Asthma Ke Liye, Inhalers Hain Sahi". It was the perfect mixture of informative and managed to capture the attention of everyone who viewed it, thereby promoting awareness of the stigma attached to inhalers. You can watch the entire television commercial here.

In lieu of the campaign, we have also released a digital film anchored by Radhika Apte and a Facebook Live Interview which has been hosted by Barkha Dutt. You can watch the digital film here and the Facebook Live Interview here.

Just like the last leg of the campaign, the second phase of #BerokZindagi has been well received by the audience and has continued to create waves amongst people all over the country, which has definitely worked towards banishing the stigma attached to asthma and the use of inhalers in general.

In an effort to help asthmatics in India, we have created a Breathefree helpline - 9873 33 55 77. You can use this helpline to locate a nearby doctor or book an appointment.