Cipla evokes the power of music to create awareness on asthma

Cipla Limited today announced the launch of the #InhalersHainSahi song under its marque campaign #BerokZindagi. With this song, the campaign continues to echo the core message that ‘Asthma ke liye Inhalers Hain Sahi’ (inhalers are right for asthma) by building awareness and educating everyone about asthma and its right treatment. Sung by Amit Trivedi and Nikita Gandhi, the song is penned by leading lyricist, Amitabh Bhattacharya and composed by Amit Trivedi. The heart-warming song hopes to inspire millions across India to start a conversation on asthma and inhalers. Thereby, normalizing the use of inhalers in public and not letting asthma come in between your dreams. The song will be available on platforms such as Gaana, Jio Saavan, and Wynk app.

Dr. Vikas Gupta, India Business- Rx Head, Cipla Ltd. said “At Cipla, all our efforts are anchored towards helping patients and empowering them to make the right choice. With the release of the #InhalersHainSahi song, we are taking one more step towards spreading awareness about the usage of inhalers as a treatment option for Asthma. We believe music has the power to deliver the message with an impact and helps build an emotional connection with the audience. The entire campaign is driven towards encouraging patients to accept inhalers as a treatment option and overcome the social stigma and various myths surrounding them.”

Accomplished Music Director, Composer, and Singer, Amit Trivedi said, “I am glad to collaborate with Cipla and contribute to their ongoing efforts towards creating awareness around asthma and inhalers. This association was an eye-opener, the stigma related to asthma and the use of inhalers is deeply rooted in our society. I hope this song will strike a chord with people and help create the right amount of awareness and help-built confidence amongst asthmatics.”

Akshay Gurnani, CEO & Co-Founder, Schbang said, “In the past 4 years, our continuous effort has been to hammer the message 'Asthma Ke Liye Inhalers Hai Sahi' through different mediums -  with poetry, with social movement initiatives and even, myth-buster films... and this year, we have extended our messaging by introducing The Asthma Song. Collaborating with legends Amitabh Bhattacharya, Amit Trivedi, and Nikhita Gandhi, we aim to connect with asthmatics on a personal level with this song. Because the intent is not to 'school' asthmatics, but to acknowledge the challenges faced at, both, a health-related as well as social level with sensitivity and concern and at the same time provide them with a feeling of motivation and belief...and that's why a song is the most appropriate way to express it"



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