India is a country of over 38 million asthmatics with only 10% who use inhalers! There is a lack of education on the subject. Inhalers have often been perceived as embarrassing and people avoid conversations around them.

The notion that an asthmatic is not capable of leading a healthy, happy life was what made Cipla and Schbang conceptualize the #BerokZindagi campaign.

Throughout the first phase of a TVC launch, Cipla received many questions and myths around the subject. These queries were a realisation for Cipla to address such myths. To tackle them, we conceptualized a video with Priyanka Chopra where she addressed myths like ‘Inhalers are addictive’ or ‘inhalers stunt a child’s growth’, etc.

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