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.
The activation came at a time when asthma continued to be a concern in Kolkata. A study from the National Allergy Asthma Bronchitis Institute (NAABI) found that 3.3% of children surveyed in Kolkata aged 13–14 years had severe asthma — the highest among the nine Indian cities studied which included Delhi.
Designed as an immersive pandal entry experiences, the installations invited visitors to walk through a larger-than-life inhaler, bringing asthma awareness into the cultural fabric of the city. 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.
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