Mumbai: Cipla Ltd. has unveiled #InhaleTheChange, a nationwide awareness initiative aimed at improving insulin adherence by addressing emotional, behavioral, and social barriers faced by diabetes patients. The campaign underscores Cipla’s commitment to reimagining diabetes care through innovation, empathy, and education, and will be rolled out across digital platforms alongside patient support programs across India.
The campaign tackles challenges such as fear of injections, complex routines, and social discomfort that prevent patients from starting or continuing insulin therapy. It launched with a ‘leaked’ paparazzi-style video featuring Raveena Tandon, caught in a candid moment helping a friend with diabetes, highlighting everyday struggles. This was followed by a heartfelt response from a young girl sharing her observations of her father silently managing multiple insulin injections. Together, the films capture shared emotional fatigue and call for more patient-friendly solutions.
Commenting on the campaign, a Cipla spokesperson said, “Often referred to as the diabetes capital of the world, India continues to see its diabetic population face significant challenges in initiating and adhering to insulin therapy. National surveys show that while millions live with the condition, only a fraction are aware of their diagnosis, receive treatment, or achieve proper glycaemic control. These figures reflect more than a clinical gap — they point to the silent struggles patients face due to fear, stigma, and limited understanding of their therapeutic options.”
“As pioneers of inhalation therapy in India, and in our 90th year of ‘Caring for Life’ – #InhaleTheChange reflects Cipla’s enduring commitment to advancing care through both innovation and awareness. With next-gen solutions and strong education-led initiatives, we aim to reimagine the patient experience by empowering them with empathy, support, and real-life ease,” the spokesperson added.
Speaking on her participation, Raveena Tandon said, “As someone who’s seen loved ones struggle with diabetes, I know how challenging daily insulin routines can be. I’m proud to be part of #InhaleTheChange — a campaign that brings dignity, ease, and hope to patients with convenient options and the power of awareness.”
Ravinder Siwach, Chief Creative Officer, Godzilla, who conceptualised the campaign, added, “We’re proud to partner with Cipla on #InhaleTheChange. This campaign allowed us to blend insight-led storytelling with a strong social message, helping spotlight the real-life challenges of patients with diabetes through a voice that resonates.”
The #InhaleTheChange initiative combines digital storytelling, awareness campaigns, and on-ground patient support, aiming to empower patients, destigmatize insulin therapy, and improve adherence nationwide.
