• Aims to spread awareness on the use of inhalers for Asthma

New Delhi, 29th September 2022: As a part of its marquee campaign #BerokZindagi, Cipla launched a reel challenge #InhalerReelChallenge starring celebrities like Bollywood icon Madhuri Dixit, popular actress Hansika Motwani, singer Nikhita Gandhi and choreographer Melvin Louis to build awareness and educate people about asthma and inhalers as its right treatment1. This engagement with celebrities, who serve as inspiration to many, will help spread the message to a wider audience.

The heart-warming #InhalersHainSahi song struck a chord amongst people when it was introduced. The next phase of the #BerokZindagi campaign plans to re-establish this message and further amplify this song through newer and entertaining formats like reels on platforms such as Instagram and Facebook. Through the reel challenge, Cipla will attempt to inspire millions of people with asthma to achieve their dreams by accepting and following the treatment prescribed by their doctors.

Dr. Vikas Gupta, India Business Rx Head, Cipla said, “Our Berok Zindagi campaign is a patient education initiative aimed at increasing awareness on benefits of inhalation therapy for asthma management. We always strive for novelty in our campaigns and make the most of digital platforms to connect and engage with a diverse range of audiences. The campaign has seen a remarkable response, and we hope that the reel challenge will enable a connect with people suffering from asthma so that they can accept the right treatment options and lead normal lives.”

Speaking on her association with the brand, Bollywood icon and renowned actress Madhuri Dixit, said – “#InhalersHainSahi is an awareness campaign that has helped start a social conversation to address the social stigma and myths associated with asthma and inhalers. I am glad to be a part of this initiative and this association is my effort to raise awareness around asthma. I hope the reel challenge draws a lot of attention and helps this movement by Cipla to grow even further.”

Actress Hansika Motwani also shared her experience with the association and said – “I am excited to be part of Cipla’s journey in spreading awareness around asthma and use of inhalers for asthma management. The #InhalersHainSahi campaign aims to start a positive conversation among people suffering from asthma and debunk the myths associated around inhalers. The reel challenge is an interesting concept and I hope many people will join the cause and help spread the message further.”

1 - Ref: Indian J Allergy Asthma Immunol 2003; 17 (2): 85 – 87, International Journal of Medicine and Public Health 2013; 3(2);159-162, Lung India 1994; 12(1); 25-26, Drugs 1989; 38: 77-122, Respiration 1983; 44: 439-443

About Cipla: 

Established in 1935, Cipla is a global pharmaceutical company focused on agile and sustainable growth, complex generics, and deepening portfolio in our home markets of India, South Africa, North America, and key regulated and emerging markets. Our strengths in the respiratory, anti-retroviral, urology, cardiology, anti-infective and CNS segments are well-known. Our 47 manufacturing sites around the world produce 50+ dosage forms and 1,500+ products using cutting-edge technology platforms to cater to our 80+ markets. Cipla is ranked 3rd largest in pharma in India (IQVIA MAT July’22), 3rd largest in the pharma private market in South Africa (IQVIA MAT July’22), and is among the most dispensed generic players in the U.S. For over eight decades, making a difference to patients has inspired every aspect of Cipla’s work. Our paradigm-changing offer of a triple anti-retroviral therapy in HIV/AIDS at less than a dollar a day in Africa in 2001 is widely acknowledged as having contributed to bringing inclusiveness, accessibility, and affordability to the centre of the HIV movement. A responsible corporate citizen, Cipla’s humanitarian approach to healthcare in pursuit of its purpose of ‘Caring for Life’ and deep-rooted community links wherever it is present make it a partner of choice to global health bodies, peers and all stakeholders. For more, please visit www.cipla.com, or click on Twitter, Facebook, LinkedIn.

For Further Information, please contact: 

CIPLA:

Corporate Communications 
Heena Kanal 
Email: CorpComm@cipla.com

Note: This information is only for general awareness and is not to promote, use, or endorse any product or encourage use of medicines in any way nor implied to be a substitute for professional medical advice or for treatment/ cure of any medical condition. Please consult your doctor/ Registered Medical Practitioner before starting any treatment/medicine. Use inhalers only on physician’s prescription.