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Cipla addresses myths about inhalation treatment for asthma in new spot

The ad film says concerns that inhalers have a higher dosage or could lead to addiction are misguided. It says one should only listen to doctors for information and advice about inhalers

Click on the Image to watch the TVC.

Cipla Limited (Cipla) has launched a TVC as part of the current chapter of the #BerokZindagi campaign, to continue highlighting its core message, “Asthma ke liye, Inhalers hain sahi” (Inhalers are right for asthma).

The TVC prioritises addressing misconceptions about inhalation therapy through the point of view of a young and promising cricketer. Last month, the second chapter of Berok Zindagi was launched with a digital film starring Bollywood actress Radhika Apte; chef Vikas Khanna; Arjuna awardee badminton player Parupalli Kashyap and social media star Shristi Dixit.

The aspiring cricketer portrayed in the TVC is pursuing his dreams without constraints or barriers. Through the protagonist and his consulting physician, the ad film conveys that concerns like inhalers having a higher dosage or leading to addiction are misguided, and for information and advice about inhalers, one should only listen to one’s physician.

Nikhil Chopra, Executive Vice-President and Head India Business, Cipla Ltd., said, “Following the success of the first leg of our campaign, this year we are adopting a multimedia approach to communicate our message ‘Asthma ke liye, Inhalers hain sahi’ (Inhalers are right for asthma). Our vision is to always maintain a patient-centric focus and in this case, build awareness to counter myths related to inhalation therapy besides increasing people’s openness to talk about asthma and its treatment. The previous chapter of #BerokZindagi was immensely successful. Keeping in line with our purpose of caring for life we will continue to tackle social stigma surrounding asthma and inhalation therapy through education, and help patients live a #BerokZindagi.”

As a part of the current chapter of Berok Zindagi, a helpline has been created to enable patients to receive appropriate medical advice by locating doctors in their vicinity. This is in alignment with Berok Zindagi’s larger agenda of educating people about asthma and inspiring patients to live a life without limits with doctor-prescribed treatment and a consistent adherence to suggested therapy.

This TVC was scripted by Juneston Mathana, directed by Prashant Madan and produced by Paper Planes Pictures Private Limited.

The TVC:


Creative agency: Grey Group India 

Creative: Sandipan Bhattacharyya, Juneston Mathana, Pooja Ambulkar, Virendra Saigaonkar 

Management: Nishant Saurabh, Anand Ashar, Varun Shah 

Films team: Samir Chadha, Jignya Shedge 

Production house: Paper Planes Pictures Private Limited 

Director: Prashant Madan 

Executive Producer: Lisa D’Costas 

Director of Photography: Sylvestor Fonseca 

Music Composer: Abhishek Arora 

Cipla: Nikhil Chopra, Shrishail Deshnur, Bhavesh Dalmia

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