Cipla executes one of India’s largest social media Word-of-Mouth campaigns

Cipla, India’s leading multinational pharmaceutical company, launched the #SayYesToInhalers campaign to build awareness around inhalers and normalize their use for asthmatics. The campaign, conceptualized by Cipla, was executed by Brandie to enable organic word-of-mouth at scale. According to studies, inhalation  therapy  is  the  most  effective way  of  administering  drugs  for  the  treatment of asthma because of its quick results and better efficacy. However, the majority of asthma patients In India still continue to use oral medications. This has led to increased suffering and deaths associated with asthma. This campaign was a larger effort by Cipla to build awareness around @breathefreeworld which aims to help patients with breathing problems live a better life and stop stigmas attached to inhalers.

The campaign was a success with 530K engagement, reaching over 10 million Instagram followers through 2000+ Cipla advocates in just 21 days. The advocates created informational posts on the benefits of using inhalers for an asthma patient. By leveraging Brandie’s tech Cipla was able to make a high impact on its target audience by sourcing and mobilizing both asthmacis and non asmatics share content around #SayYesToInhalers to raise awareness around the cause.

Built on the principle that consumers already endorse their favorite brands on social media, Brandie helps brands build a community of people who love them and want to energetically talk about them, thereby increasing organic reach. Brandie’s proposition is that a consumer is more likely to be influenced by organic recommendations than an influencer post. These customers that Brandie connects a brand with, are real people with genuine reviews, helping a brand reach a larger audience and create user-generated content at minimum cost. 

Commenting on the idea behind the campaign, Pranav Kosuri, Co-Founder, Brandie said, “Today, a consumer is more likely to be influenced by organic recommendations than an influencer post. That is the principle that Brandie is built on. For the Cipla campaign, we utilised the experiences of inhaler users and their closed ones who posted genuine reviews to bring down the shame in using inhalers and establish them as an effective solution to manage asthma. This helped the campaign reach a larger audience and create user-generated content at minimum cost.”

Adding to this Douglas Andersson, Co-Founder, Brandie shared, “With this campaign for Cipla, our goal was to generate awareness and kickstart a movement around inhalers as the right choice for asthma treatment. We did this with our word-of-mouth model where we offer a platform that already has a collection of customers with diverse interests and match that to the brand’s needs. This enabled Cipla to leapfrog their efforts to leverage the power of the community.”

Brandie has over 80000 advocates on its platform whom brands can source and mobilise for their campaign. So far, it has activated over 76,000 content creators reaching 130 million social media users via their campaigns. The brands onboard Brandie are BookMyShow, Truecaller, Dominos, Nivea, P&G, Puma, Air India, Tata Salt, Fevicol, Wellbeing Nutrition to name a few.