Cipla Ltd. #BerokZindagi campaign has entered into a strategic partnership with one of India’s leading digital entertainment companies, Pocket Aces. The collaboration aims to create multiple sketches for FilterCopy, the platform’s leading short-form content channel. By leveraging Pocket Aces’ expertise in crafting unique stories, Cipla seeks to advance the objectives of its largest public and patient awareness campaign. This initiative aims to dispel asthma myths, improve inhaler acceptance, and inspire individuals with asthma to lead an unstoppable life. This partnership marks Cipla’s foray into alternative content formats that employ relatable storytelling to convey and subtly reinforce an essential message.
A Monsoon Romance with a Vital Message
The first video, titled ‘A Monsoon Romance: When Opposites Attract,’ made its debut on FilterCopy’s YouTube channel recently. These videos are designed in easy-to-consume, snackable, and shareable formats, each telling a heartwarming ‘Slice-of-life’ story developed by FilterCopy’s creative team in collaboration with Cipla Ltd. The premiere showcases a captivating love story set against the backdrop of Mumbai’s romantic monsoons. It not only captivates audiences but also sheds light on the fact that monsoons can trigger asthma symptoms. However, through subtle character integrations, the film emphasizes that individuals with asthma can enjoy the rainy season to the fullest with proper doctor-prescribed treatment. All films will be cross-amplified through FilterCopy’s social media channels, reaching out to an audience of over 22 million and will be available in six languages – Hindi, Bengali, Telugu, Tamil, Malayalam, and Kannada.
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Asthma Awareness and Misconceptions
Achin Gupta, CEO of One India Business at Cipla Ltd., commented on the partnership, highlighting the significance of addressing asthma’s high burden in India. He noted that misconceptions about asthma and inhalers contribute to its prevalence and outcomes, but correcting these can significantly improve patients’ lives. Cipla’s #BerokZindagi campaign has been at the forefront of combating misinformation, stigmas, and myths about asthma and inhalers, connecting with today’s audiences through various creative mediums. The partnership with Pocket Aces represents an expansion of the campaign’s reach and impact, moving it beyond awareness to a transformative movement that aims to change perceptions and enhance the lives of those living with asthma.
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Pocket Aces’ Commitment to Positive Content
Aditi Shrivastava, Co-Founder & CEO of Pocket Aces, expressed enthusiasm about the partnership, highlighting its alignment with their mission of positive content. She emphasized the power of storytelling in dispelling misconceptions and praised Cipla Ltd. innovative initiatives with the #BerokZindagi campaign. The collaboration aims to design content pieces that address different communities and distinct use cases, reaching a massive audience through FilterCopy to educate, break myths, and empower individuals to live a #BerokZindagi.
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A Digital-First Approach to Asthma Awareness
In addition to the partnership with Pocket Aces, Cipla Ltd. has released an ad film titled “Asthma Ke Liye Inhalers Hain Sahi.” This film tells the story of a young schoolboy living with asthma who defies expectations and showcases his talent and determination in cricket. The film not only highlights the importance of adhering to treatment but also sends a clear message that inhalers are the right choice for asthma management. With a digital-first approach, the film features a new rendition of the popular #InhalersHainSahi song and is launched to further reinforce the importance of proper asthma care.