• Aims to drive awareness on the use of inhalers for asthma

August 2022: Cipla Limited announced that it has unveiled the latest phase of its flagship campaign, #BerokZindagi. This new chapter is a part of its efforts to raise awareness on inhalers as a safe and effective1 mode of treatment for people suffering from asthma. With the new edition, #BerokZindagi will expand its footprints into tier II locations in an attempt to improve the awareness on inhaler usage for treatment of asthma through education, addressing myths and enhancing communication between patients and doctors.

Cipla unveiled a new video around its popular #InhalersHainSahi song, depicting the story of a little girl who overcame her asthma to achieve her dream of becoming a dancer. The story aims to encourage people with asthma to pursue their dreams and live unstoppable lives using inhalers. The video helps in communicating the message more strongly and forges an emotional connect with the audience.

Dr. Vikas Gupta, India Business Rx Head, Cipla said, “At Cipla, we believe in making concerted efforts towards bringing a difference in the lives of patients and helping them make an informed choice. Our public awareness campaign has come a long way in bringing about a positive change in people’s response to asthma and inhalers. With the new phase of the #BerokZindagi campaign, we aim to further strengthen our commitment to make people aware of the myths and drive awareness on the therapy that can make a positive difference to the quality of life of millions of patients’’

The film has been conceptualized by the digital agency Schbang. Harshil Karia, Founder, Schbang said, " Having worked with Cipla over the past 4 years, their brief of educating the consumer on the importance of inhalers has evolved year on year and so has our digital approach - via spoken word, myth buster series, social initiatives and now a song that was made earlier this year. It was written by Amitabh Bhattacharya, composed and sung by Amit Trivedi with his co-singer Nikhita Gandhi. Looking at the success of the song and how people across the country connected with it, we decided to take it a step ahead by making a video narrating a story that asthmatics could relate to, thus striking a chord.’’

The Berok Zindagi campaign has helped kickstart a social conversation to address the stigma and misconceptions associated with asthma and inhalers. It has demonstrated a positive impact on both awareness and acceptance of inhalers over the years. The campaign continues to inspire numerous patients to come forward and share their asthma stories which can further help in creating better acceptance for inhalers.

1 - Ref: Indian J Allergy Asthma Immunol 2003; 17 (2): 85 – 87, International Journal of Medicine and Public Health 2013; 3(2);159-162, Lung India 1994; 12(1); 25-26, Drugs 1989; 38: 77-122, Respiration 1983; 44: 439-443

About Cipla:

Established in 1935, Cipla is a global pharmaceutical company focused on agile and sustainable growth, complex generics, and deepening portfolio in our home markets of India, South Africa, North America, and key regulated and emerging markets. Our strengths in the respiratory, anti-retroviral, urology, cardiology, anti-infective and CNS segments are well-known. Our 47 manufacturing sites around the world produce 50+ dosage forms and 1,500+ products using cutting-edge technology platforms to cater to our 80+ markets. Cipla is ranked 3rd largest in pharma in India (IQVIA MAT June’22), 3rd largest in the pharma private market in South Africa (IQVIA MAT June’22), and is among the most dispensed generic players in the U.S. For over eight decades, making a difference to patients has inspired every aspect of Cipla’s work. Our paradigm-changing offer of a triple anti-retroviral therapy in HIV/AIDS at less than a dollar a day in Africa in 2001 is widely acknowledged as having contributed to bringing inclusiveness, accessibility, and affordability to the centre of the HIV movement. A responsible corporate citizen, Cipla’s humanitarian approach to healthcare in pursuit of its purpose of ‘Caring for Life’ and deep-rooted community links wherever it is present make it a partner of choice to global health bodies, peers and all stakeholders. For more, please visit www.cipla.com, or click on Twitter, Facebook, LinkedIn.

For Further Information, please contact:

CIPLA:

Corporate Communications	Investor Relations
Heena Kanal	Naveen Bansal
Email: CorpComm@cipla.com	E-Mail: Investor.Relations@cipla.com

Disclaimer: This information is only for general awareness and is not to promote, use, or endorse any product or encourage use of medicines in any way nor implied to be a substitute for professional medical advice or for treatment/ cure of any medical condition. Please consult your doctor/ Registered Medical Practitioner before starting any treatment/medicine. Use inhalers only on physician’s prescription