CIPLA Ltd rolls out its new TV Campaign with Priyanka Chopra #BerokZindagi

Cipla Limited ("Cipla"), today launched its new TV campaign, #BerokZindagi. The TVC aims to raise awareness about asthma and its treatment, along with helping address the social stigma surrounding it - one of the key factors for limited disclosure of being asthmatic and avoidance of inhaler use in public. As a part of this film, Priyanka Chopra, Bollywood's global icon will help break barriers to inhaler usage and highlight the need for an attitudinal change towards inhalation therapy as the most effective treatment for asthma management vis-à-vis oral medication.

With the stigma surrounding asthma, and abysmally low awareness levels regarding inhaler use, this campaign calls for a sustained dialogue and adoption of the right treatment to improve patient outcomes. The film opens with Priyanka Chopra narrating her story of how she took control of her Asthma and did not let it come in the way of achieving her dreams. Through her story she attempts to break deep rooted myths associated with inhalers and encourages patients to consult their doctor and adopt the most effective treatment.

Said Nikhil Chopra, Executive Vice President & Head India Business, Cipla Ltd, "Ongoing education is of paramount importance in chronic diseases like asthma. Cipla has continually led the charge in reinforcing awareness about asthma and its treatment with the objective to ensure better health outcomes. Therefore, education and myth busting is precisely what the TVC for #BerokZindagi is focused on. Hopefully this campaign will help in increasing both relevance and acceptance of inhalation therapy as the foremost and most effective medication among asthmatics, caregivers and the general public. This directly resonates with our endeavor of enabling asthmatics to achieve more in their daily lives through optimal inhaler use, and thereby live life to its fullest."

"Cipla has always placed patients at the core of all its initiatives and believed in a holistic approach to disease management. Our storytelling follows an approach that will demonstrate the fact that asthmatics can live a fulfilling life and manage their condition well by seeking treatment at an early stage and staying on a consistent treatment plan", he added.

#BerokZindagi is a first-of-its-kind campaign which positions Asthma and inhalation not as a sign of weakness, but as an echo of the patients' undeniable resolve and spirit.