#BerokZindagi To Help Millions Breathefree

#BerokZindagi a public awareness campaign for AP and Telangana was launched today to educate and encourage patients suffering from Obstructive Airway Diseases (OAD) and Chronic Respiratory Diseases (CRD). The awareness campaign is launch under the aegis of Cipla to manage and control the disease.

Chronic Respiratory Diseases (CRD) is one of the most common causes of disease burden, in India. CRD includes asthma and chronic obstructive pulmonary disease (COPD) which can together account for an estimated burden of about 100 million individuals. Recent trends show that instances of chronic respiratory diseases are on the rise in key cities of Andhra Pradesh and Telangana.

#BerokZindagi, the campaign will help establish the fact that OAD and CRD is not a debilitating factor. It also strives to establish inhalers as the smartest choice to combat the illness. The campaign aims to eliminate stigma around inhalation therapy and make it more socially acceptable and enable patients to live a life without limits.

Speaking on the campaign launch, Dr. Jaideep A. Gogtay, Chief Medical Officer, Cipla said, “Studies indicate a wide prevalence of OAD including asthma in the regions of AP and Telangana. Impact of asthma on quality of life is far greater than as perceived by the patients and the perception of the disease management is far more controlled in the minds of patients. Public awareness is the need of an hour. Increased awareness about inhalation treatment (including non-sufferers) to overcome social stigma; the assurance that inhalation is safe and reliable and to know that asthma can be controlled and thus is not a hindrance in living a full life are major concern areas. #BerokZindagi is a first-of-its-kind campaign which positions the inhaler as not a sign of weakness, but echoes the patients’ undeniable resolve and spirit.”

Adding to the discussion Dr. R Vijai Kumar, Director, Hyderabad Chest Center said, “Different diseases affect men and women at different ages, differently. To give an example, asthma affects girls and boys more or less equally at maybe 8 to 10%. While in the adult age group probably women outnumber men in having asthma. The percentage and volume lung diseases, especially asthma have gone up in all the districts of the two Telugu speaking states. This conclusion is based on my observation which again is based on the number of patients with lung diseases who come for my advice. When I analyzed the data of my patients with lung diseases, I can easily conclude that the lung disorders in the two states are on the rise”.

The Chief Guest for the occasion was ace badminton star Parupalli Kashyap who was diagnosed with asthma in 2004. Though the diagnosis came as a shock to him and he thought that his playing career was finished, he put in a lot of effort to overcome the problem using appropriate medication. Today, he leads a mainstream life and has secured several accolades in both international and national badminton circuits. Sharing his life journey, Parupalli Kashyap said, “The word asthma is enough to stir negative thoughts in your mind. I too was shocked and devastated to learn about my asthma. Many thought my career will be over but I was determined to play. The determination was so strong that I started with an inhalation therapy and the slowly started working on my endurance. It is tough but with regular work-out and inhalation therapy can be controlled. Anybody can win it, if I can, you can too”.

Speaking on the importance of the campaign, Dr. P. Sudershan Reddy, Former Professor & HOD Paediatrics, Osmania Medical College added, “Health of a citizen is a state subject. Government participation in such campaigns will help reach out to people at grass root level, create awareness and will affect individual in a very positive way. The campaign is need of an hour and the gravity can be understood by the fact that in my clinic I come across 6-8% asthmatic patient from the urban region. While in rural it is 1-2%. The campaign will help improve the confidence of patients by removing the age-old stigma and misconception related to respiratory diseases. We need to educate people on inhalation therapy as a smart choice to live a quality life”.

Dr. Gogtay, Chief Medical Officer, Cipla further added, “#BerokZindagi is a campaign with a purpose. Asthma is no big deal and a fulfilling life is possible. #BerokZindagi is a movement to understand and accept inhalation therapy without fear and stigma”.

#BerokZindagi aims to help millions breathe-free and is here to support asthmatic by encouraging them to opt for inhalation therapy. Shying away from the condition will not improve quality of life, accepting it will do. Let AP and Telangana breathe-freely.

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World Asthma Day: Helping The World Breathefree

The World Health Organisation estimates that around 235 million people worldwide suffer from asthma. A chronic disease characterized by recurrent attacks of breathlessness and wheezing, the disease is a major public health concern.

This World Asthma Day, Cipla organised asthma awareness camps and screenings in various locations across geographies.

On Air In Myanmar

On 30th April, the eve of World Asthma Day, Cipla Myanmar, organised a radio broadcast to raise awareness about the disease and talk about Cipla’s contribution in the respiratory segment and device knowledge. One of Myanmar’s Key Opinion Leader, Dr Prof Ye Tun featured in the show. The half-hour radio show was a first of its kind initiative for Cipla Myanmar. The broadcast was hosted on National Myanmar Radio Station, Mandalay FM which sees a listenership of five to six million listeners on an average.

Screening camps across India

Cipla’s long-standing patient support platform, Breathefree, offers comprehensive guidance about asthma management to diagnosed patients. As a part of this initiative, Cipla launched Berok Zindagi, a mass awareness campaign to destigmatize and tackle the myths around the disease.

This World Asthma Day, Breathefree organised asthma screenings and awareness drives across India.

In Kerala, a screening camp in association with Aster Medcity was organised in Kochi. The event was a massive success where 6920 people were screened for the disease and 2526 were diagnosed with asthma. The screening was carried out at 24 KSRTC centres for KSRTC employees and the general public to understand the prevalence of asthma in Kerala. Mr Saseendran, Transport Minister of Kerala was also screened as a part of the event.

In Maharashtra, screening and awareness camps were organised in Pune and Nagpur. In Pune, the screening cams were organised in association with Dr Barnali Bhattachrya, Paediatric Consultant and Asthma Specialist. A marathon was organised where around 1200 runners were screened out of which around 50 runners were diagnosed with asthma.  Multiple asthma awareness camps were hosted across Nagpur where over 30 doctors helped screen over 700 patients.

In Indore around 32 doctors rallied together to raise awareness about asthma. In Chandigarh, a home guard awareness lecture camp was organised in association with Dr Aditya Jindal, Pulmonologist, where around  200 people volunteered for the event.

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Breathefree: Dispelling Myths About Asthma

Breathefree a public service initiative by Cipla was launched to create awareness about airway diseases such as asthma, COPD and allergic rhinitis.

As a part of the campaign to create awareness and dispell myths about asthma, Dr Raja Dhar, a leading pulmonologist in Kolkata talks about the taboo around the disease and how it can be managed effectively.

“There’s a lot of consciousness about chronic diseases like diabetes, heart diseases, hypertension and so on. There’s a distinct lack of consciousness regarding asthma. And I think if you look at the ads the way the programme is designed it will definitely increase consciousness about asthma. The second area it addresses is the taboos regarding asthma. So again going back to the advertisements, I think it addresses the key issues about calling asthma, asthma, being confident about the disease process and knowing about it and also being confident about using the main medication which is in the form of inhalation therapy. It also stresses the fact that if you take your medication regularly, if you are good in understanding how you need to manage the disease, then you will end up having perfect control and do what you want in everyday life including getting drenched in the rain for instance.”

“Its okay if you have asthma, you have control of the disease but make sure you exercise. Because inactivity further leads to inactivity of respiratory muscles which aggravates your asthma further, besides it leads to obesity which also worsens your breathlessness and reduces physical activity further. So you get into this vicious cycle – less activity-weight gain-obesity, obesity leading further reduction of daily activities and a further worsening of asthma.”

Cipla also launched a public awareness campaign called #BerokZindagi to sensitise people about asthma and other chronic respiratory diseases. The campaign aimed at destigmatising the use of inhalation therapy and make it socially acceptable.

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Breathing New Life Into Asthma Care

In a country like India it is not surprising that breathing conditions such as asthma, wheezing, COPD and bronchitis abound. The air quality in many cities is not ideal and the dust and pollen in the air is every asthmatic’s nightmare. A large part of the population struggles with breathing difficulties, and myths and misconceptions about breathing conditions spread unabated.

Respiratory illnesses, despite being so common, still bear the brunt of social stigma because of the misconceptions around it. Even with 37 million asthmatics and 55 million COPD patients, the usage of asthma inhalers which is the most effective treatment is abysmally low at just 10%.

Blazing a trail

There have been several studies over the years on the prevalence of asthma and chronic obstructive pulmonary disease (COPD). The recent Global Burden of Disease Report from ICMR highlights the significant burden that these two diseases place on our economy.

As a pioneer in the field of respiratory medicine in India, Cipla connects with patients, providing more than just medicines. As a company that cares, we believe it is our responsibility to make relevant and credible information available to the public to erase the stigma around the illness and educate patients about the benefits of inhalers in asthma management.

With this in mind, Cipla rose to the challenge last year and launched BerokZindagi, a mass awareness campaign to educate patients, caregivers and the general population on the smartest ways to manage the illness. Cipla conducted a large-scale patient awareness and barriers study in late 2015, which formed the basis of BerokZindagi.

Learning to breathe free

Breathefree, is a long-standing patient support program from Cipla which offers comprehensive care for diagnosed patients. It is a one-of-a-kind support program where close to 600 patient counsellors touch 1.2 million patients every year and counsel them on the disease and its proper management.

Under the aegis of Breathefree, Cipla launched a mass awareness campaign, BerokZindagi, to tackle the patients’ myths and misconceptions around Asthma and inhalation therapy. The campaign has three main objectives; to educate people that: asthmatics can lead a fulfilling life, inhalation is a smart choice to manage asthma, and it is socially acceptable to be asthmatic and use inhalation as treatment.


#BerokZindagi: A breath of life

#BerokZindagi, our latest communication campaign focuses on awareness and education and the message is delivered through positivity and hope. We want to celebrate the fighting spirit of an asthmatic who overcomes odds every single day to live a #BerokZindagi. The campaign strives to establish inhalers as the smartest choice to combat the illness and eliminate stigma around asthma inhalers.



The #BerokZindagi campaign has used several channels to get the message across television ads and in-series integrations, cinemas, digital media, print and in-clinic and in-chemist communication. Cipla looks upon doctors and chemists as partners, and they assist us in actively reinforcing and furthering the communication of Breathefree.

The campaign was successfully integrated on television: two shows in Telugu, one show and a game show in Bengali, all of which delivered a significant incremental reach to our message. On the back of the successful run in AP/Telangana and West Bengal in FY18, the campaign will be scaled on a national level next year.
Cipla is probably the first in the country to connect with patients and start a conversation about asthma management on such a large scale.

The road ahead

The Breathefree initiative and the #BerokZindagi campaign have been extremely successful. The campaign has had a television reach of 30 million views in West Bengal and 47 million views in Andhra Pradesh and Telangana. It has had a digital reach of more than 9 million views and wide coverage in national and regional media.

We have received overwhelmingly positive feedback from all the stakeholders involved – doctors, patients, chemists, stockists and our own field force. We have over 100 doctor testimonials and as many patient testimonials appreciating and acknowledging the positive impact of the initiative.

Looking ahead, we intend to scale it up to a national level next year and spread the message of healthy breathing to a bigger group of people. Let’s breathe-free!

International Childhood Cancer Day: Cipla Foundation Fulfills Wishes Of Over 120 Paediatric Cancer Patients

International Childhood Cancer Day is commemorated in the world over on 15th Feb 2018 to raise awareness about childhood cancer and support children with cancer. Cipla Foundation partnered with Make A Wish Foundation to fulfil the wishes of over 120 paediatric patients suffering from serious illness at three different locations:  Mumbai, Pune and Bengaluru.

In Mumbai, a wish fulfilment drive was held at the Victoria Memorial School for the Blind. Dr YK Hamied and Rumana Hamied and volunteers from Cipla’s India Business team attended the drive. The Foundation fulfilled the wishes of over 50 children. Fun activities such as a drawing session, dance performance by a 9-year-old cancer survivor and Malkhamb were organised for the children.

In Bengaluru, over 60 children in the age group of 3 to 14 years were granted their wishes. Around 25 Ciplaites from API Manufacturing, Quality and Sales team volunteered for the cause at Kidwai Memorial Institute of Oncology, Bengaluru.

The Pune wish fulfilment drive was held at Cipla Palliative Care & Training Centre, Pune, and fulfilled wishes of 10 paediatric cancer patients. Dr Manjiri Dighe, the Centre’s Medical Director and Dr Vibha Bafna, Oncologist – Bharti Hospital, Pune, together with Cipla Foundation, handed over gifts such as bicycles, video games and dolls to the children. Members from Cipla’s India Business team and Pune Sales team also volunteered for the cause. The children and their families enjoyed the lunch and a fun magic show.


Impressed with the high standards at the Centre, Dr Bafna said in her speech, “A wonderful place, done up aesthetically, quiet and peaceful. Almost heaven-like for patients with huge problems. A great additional help to the city of Pune and to all clinicians like us. Thanks for inviting me.”

Our volunteer squad:

A big shout out to all our volunteers for coming together and making the day special and memorable for the children and their families.

Mumbai:- Jortin George, Dharmender Singh, Abhijit Nazare, Dr Omkar Bole, Sachin Khode, Deepak Mansukhani

Bengaluru: Channabasavaiah, Abhilash Jacob, Manish, Hariprasadh T, Ramkundleswar, Chiranjeevi,

Prabhakar, Daniel Boppuri, Jumat Kumar, Shylaja Krishnamurthy, C K Kulkarni, Lokesh

Kanchan Kitthur, Parameshwarappa, Pradeep T S, Suresh Amin, Nayana T D, P L Srinivas, Sandhya H M,

Rambabu, Veeresh, Mala, Vishwajeet, K Hemanth Kumar, Lalit Singh, Sujit Kumar

Pune: Kalpesh Dagwar, Maqsood Khan, Chanchalkumar G Gilda


Here’s what few of our volunteers had to say about the wish-fulfilment drive:

  • I was deeply touched by the cause and the huge vacuum that we have to fill. I will be glad to be associated with such initiatives and am honoured to be a volunteer.
  • The happiness and smiles the kids had on their faces brought tears to my eyes. It was a delight to volunteer at the Wish Fulfilment event. This was my first volunteering experience and I will cherish it for a lifetime. Hope to be part of such programs soon.
  • We could see smiles for those little moments among the children and their parents. We could understand the pain they were going through and we should do more such events to lend our hand in their hour of crisis. I was happy to bring hope and confidence to their lives in whichever small way possible.  Thank you for enabling us to be a part of this volunteering activity.

Make-A-Wish Foundation India, is a non-profit organization that started granting wishes in 1996 and since then has fulfilled over 48,500 wishes across 9 divisions in India. The Foundation is dedicated to granting the most cherished wish of children between the ages of 3 and 18 years, living with life-threatening illnesses, irrespective of their socio-economic status, caste, race or religion.

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