Cipla's Berok Zindagi Turns Asthma Awareness Into an Immersive Cultural Experience

This Durga Puja, Cipla brought its pioneering patient awareness campaign - Berok Zindagi, to the heart of Kolkata’s festivities. Taking its ‘Asthma ke liye #InhalersHainSahi’ message to pandal-goers, the campaign featured larger-than-life inhaler installations at Santosh Mitra Square, Sree Bhumi Sporting Club, and Shibmandir Sarbojanin Durgotsab Samiti from 14–20 October.

Designed as an immersive entry experience to the pandals, the installations invited visitors to walk through a larger-than-life inhaler, turning asthma awareness into an engaging part of the festive experience. Extending the initiative from awareness to action, Cipla’s comprehensive patient support initiative, Breathefree, also offered visitors an opportunity to assess their lung health through the Swaasa tool. By scanning QR codes available at the installations, pandal-goers could access the Breathefree website and take a free digital lung health assessment to receive their lung health score, encouraging greater awareness of respiratory health.

Over the years, through Berok Zindagi, Cipla has continued to explore creative and culturally relevant ways to connect with audiences beyond conventional healthcare settings. Building on this journey, the Durga Puja activation aimed to raise awareness about asthma and address common myths and misconceptions surrounding inhalation therapy, a cornerstone of asthma management. Through an engaging and accessible experience, the initiative sought to bring important respiratory health conversations closer to communities.

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