Campaign Overview
Cipla, through its Berok Zindagi patient‑awareness initiative, transformed the Durga Puja festivities in Kolkata, West Bengal, into an immersive asthma‑awareness experience. The activation ran from 14 October to 20 October 2026 and was positioned at three prominent pandal locations: Santosh Mitra Square, Sree Bhumi Sporting Club, and Shibmandir Sarbojanin Durgotsab Samiti.
Installation Details
At each site, Cipla installed a larger‑than‑life inhaler structure that served as an entry experience, allowing pandal‑goers to physically walk through the oversized inhaler. The visual message promoted on the installations read “Asthma ke liye #InhalersHainSahi,” reinforcing the correct use of inhalers for asthma management.
Digital Health Engagement
The campaign extended beyond visual awareness by integrating Cipla’s Breathefree patient‑support platform. QR codes placed on the installations enabled visitors to scan and access the Breathefree website, where they could use the Swaasa digital tool to complete a free lung‑health assessment. Upon completion, participants received an individualized lung‑health score, encouraging further personal attention to respiratory health.
Objectives and Messaging
Berok Zindagi’s Durga Puja activation sought to raise public awareness about asthma, address common myths and misconceptions surrounding inhalation therapy, and bring respiratory‑health conversations directly to community members in a culturally resonant setting.
Disclaimer
The release includes a disclaimer stating that the information is for general awareness only, does not constitute medical advice, and should not be interpreted as product promotion. Readers are advised to consult a qualified medical practitioner before initiating any treatment. The press release was distributed under an arrangement with Business Wire India, and PTI disclaims editorial responsibility for its content.