Boman Irani feels the pressure in new campaign by Eris Life Sciences

At the dawn of 2020 the world was faced with a new, unknown situation. Our nation was put under complete ‘lockdown.’ This situation came with challenges of its own. The campaign #ShareYourPressure from Medulla featuring veteran actor Boman Irani was birthed from this very idea. The agency did not let the lockdown stifle their rigor to create new campaigns. In fact, the pressures of the lockdown inspired the campaign, ensuring every consumer could relate to it.

#ShareYourPresure highlights the effects of the new normal throughout the two-minute film. Lockdown ka pressure, favourite sabji na milne ka pressure, sab saaf rakhne ka pressure, even birthday cake ke jugaad ka pressure – are all captured and showcased in the campaign. Interestingly, the production of the campaign faced it’s own pressures, with the film being shot entirely on location in Boman’s house, with each member of his family involved in the shoot, including his sons wearing the honorary title of on-site director and producer respectively and his wife ‘calling action’ and featuring in a scene.

As the social distancing continues, Boman’s memes to #ShareYourPressure on the Eris Circa Facebook page have already gone viral. Participate and you could stand a chance to feature in one of his posts too.

Commenting on the development, Praful Akali, Founder & Managing Director, Medulla Communications said, "These are interesting times for the advertising world. Not only is it challenging but also exciting to see how we help brands reach the audiences for a better and safer healthcare system within India. The focus is to keep people safe during these trying times and not compromise on health."

Sharing his comments on the film, Boman Irani said, "It gives me tremendous pleasure to be a part of this ad film. For blood pressure management, doctors require a hypertensive patient to regularly monitor BP. With technology advancing, it is only important for us to bring the same healthcare systems into our homes, and adopt validated devices that can provide timely updates when required."

Amit Bakshi, Chairman, and Managing Director, Eris Lifesciences said, "Cardiovascular diseases (CVD), in the chronic disease segment, are the leading cause of mortality in India. Hypertension is our second largest therapy area and we are upping our ante by closing the loop with one of the most validated devices for blood pressure management. We have world-class data in the form of 'India Heart Study', which was conducted on the same 'Circa' device, further validating our commitment to Hypertension therapy.