MAM
#InhalersHainSahi: Ayushmann Khurrana drives asthma awareness
MUMBAI: Cipla has launched the third chapter of its Ayushmann Khurrana-starrer #BerokZindagi campaign, which seeks to dispel myths and fears about asthma. According to the pharma company, India has 37.9 million cases of asthma but despite this high number, the usage of inhalers – the most effective treatment – is abysmally low.
Cipla said that last year, #BerokZindagi demonstrated a marked impact on both awareness and acceptance of inhalers. The awareness levels for inhalers improved by 10 per cent and consideration for inhalers saw an uptick of 5 per cent.
This year, the company has associated with Khurrana to highlight asthma ke liye, inhalers hain sahi (inhalers are right for asthma) through a digital film.
Cipla head – India business prescription Dr Vikas Gupta said, “Ayushmann, as the lead anchor of the campaign, will help in driving much-needed awareness for asthma and address myths related to inhalers. He has cast light on many social stigmas through his movies and we hope to address even the social stigma associated with asthma and inhalers.”
Gupta added, “By the end of the third phase of the campaign, Cipla aims to establish inhalers as the right treatment for asthma, to increase the adoption of inhalers by busting the myths and drive social acceptance for inhalers by addressing social stigma through education.”
The campaign will run on social media, various OTT platforms, and on radio to cover more geography and reach deeper into markets. Schbang Digital has conceptualised the campaign and produced the film. PHD Media (Omnicom Group) is the brand’s media agency.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
