Ad Campaigns
Cipla’s new ad with Priyanka Chopra breaks stigma around asthma
MUMBAI: Cipla has 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 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 deeply rooted myths associated with inhalers and encourages patients to consult their doctor and adopt the most effective treatment.
Cipla executive vice president and head India Business Nikhil Chopra adds, “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 are 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 endeavour of enabling asthmatics to achieve more in their daily lives through optimal inhaler use, and thereby live life to its fullest.”
#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.
The TVC was scripted by the creative team at GREY Group India, directed by Koushik Sircar and produced by NP Prakash of Apostrophe Films. The campaign will comprise a 360-degree media mix led by TV. It will be supported by digital mediums and on-the-ground activations.
GREY group India chairman and managing director Yash Samat adds, “Our clear objective was to normalise the use of inhalers and remove the stigma around it. And there wasn’t a better way than to use a celebrity who is also a sufferer. It was brave on Priyanka’s part to come out in the open about the disease. And if, by using an inhaler she can live a Berok Zindagi, so can millions of other patients.”
The campaign will commence on 15 September and will run through to mid-January on Hindi and regional GEC, news, infotainment and movie channels. On the digital platform, Cipla is promoting the campaign through VOOT, Hotstar, YouTube and social media via Twitter and Facebook with contextual content.
#BerokZindagi aims to help millions breathe free and is here to support asthmatics by encouraging them to opt for inhalation therapy. Shying away from the condition will not improve quality of life, accepting it will.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
