Berok Zindagi
Client
Cipla Breathefree
Year
2022
Category
Campaign
Inhalers Hain Sahi
5th edition of Cipla Breathefree's flagship campaign 'Berok Zindagi.'
This new chapter was part of its efforts to raise awareness of inhalers as a safe and effective mode of treatment for people suffering from asthma.
Composed by Amit Trivedi, the music video is the story of a little girl who overcame her asthma to achieve her dream of becoming a dancer. The story aims to encourage people with asthma to pursue their dreams and live unstoppable lives using inhalers.
The earworm took over the internet with people creating their versions. Cipla roped in 10 musicians to create a rendition of the Inhaler Song in their style, spreading the message across the length and breadth of the country.
The campaign shed light on the pediatric category, nudging parents to speak to doctors openly. Every single pediatric kit in the country was sold out within the first six months of the campaign launch, paving the way for the brand to adopt the global strategies focusing on kids (2023 campaign with Shankar Mahadevan.)