World Asthma Day: Radio City, Cipla Urge people to lead Berok Zindagi

Mumbai: At the onset of World Asthma Day, Radio City, India's leading radio network in a yet another association with Cipla, initiates the #BerokZindagi campaign to create a mass awareness to educate patients, caregivers and the general population on the smartest ways to manage the illness. The campaign also talks about 'Asthma Ke Liye, Inhalers Hai Sahi, that highlights the importance of inhalation treatment (including non-sufferers) to overcome social stigma and to assure that inhalation is safe and reliable.

The Berok Zindagi campaign that started few months ago on Radio City, witnessed doctors breaking myths on inhalers on air across 41 cities of Radio City's presence. The campaign, in tandem with on air, was amplified across digital platforms that saw 41 RJ's, digital influencers and celebrities come together to drive this movement. Radio City RJ's reached out to the Kona Kona of the city to spread the awareness about the inhalers through Asthma Ke Liye, Inhalers Hai Sahi thought. Initially started through a digital film, the campaign ensured a 360 degree approach to reach out to the patients, doctors and general population through all the platforms reaching 30 Cr audience with radio as the key platform to drive awareness and build doctor engagement.

The campaign garnered a huge impact, with 10% increase in awareness of inhalers 5% increase in consideration of inhalers. 1 out of 3 consumers (who have been exposed to Advertisements) went ahead and consulted doctors.

Mr. Ashit Kukian, CEO, Radio City said "I strongly believe, it is the need of the hour to create mass awareness on Asthma. There have been various myths attached to the causes and the precautionary measures of the disease. Radio City has always been at the forefront in taking up initiatives for the benefit of the citizens. Radio City is glad to be the medium to spread the message of Cipla's Berok Zindagi campaign across our listeners."

Mr. Nikhil Chopra, Head India Business, Cipla said, " Our aim is to always maintain a patient-centric focus and in this case, build awareness to counter myths related to inhalation therapy. The key was in increasing people openness to talk about asthma and its treatment. Keeping in line with our purpose of 'caring for life', we will continue to tackle social stigma on asthma and inhalation therapy through education, and help patients live a Berok Zindagi.

Mr. Dipesh Dadhich, General Manager, PHD India said, "As a thought leader in driving asthma awareness, Cipla's approach to communications has always been focused and honest. World Asthma Day presented a perfect opportunity for us to really drive home Cipla's key messaging around 'Asthma ke liye, inhalers hain sahi'. Radio was identified as the perfect channel to engage with the intended audiences on the self-management solutions available for asthma sufferers in a relatable and memorable way. PHD is proud to be partnering with both Cipla and Radio City to deliver meaningful educational messages this World Asthma Day."

On World Asthma Day, Cipla yet again associates with Radio City through an on air and digital campaign, wherein an awareness generating video would be released on social media, talking about how asthematics can take care in these times and building confidence to continue with their medication The video will feature Vikas Khanna) and 6 Doctors.

India has over 9.3 Crores patients of Asthma and COPD, more than even Diabetes. India ranks number 1 in Asthma deaths and yet Asthma management is one of the poorest. Despite being a common respiratory illnesses, it bears the brunt of social stigma because of the misconceptions around it and the inhalation therapy. The usage of inhalers which is the most effective treatment is abysmally low at only 10%. The Berok Zindagi campaign in association with Radio City has helped generate necessary awareness amongst the public, patients, and doctors.

About Radio City:

Radio City, a part of Music Broadcast Limited (MBL) is a subsidiary of Jagran Prakashan Ltd. Being the first FM radio broadcaster in India and with over 17 years of expertise in the radio industry, Radio City has consistently been the number one radio station in Bengaluru and Mumbai with 24.5% and 15.7% average listenership share respectively. (Source: RAM Data, TG: 12+ Period: Week 1, 2013 to Week 21, 2019). Radio City Delhi ranks #2 with 13.4% average listenership share (Source: RAM Data, TG: 12+ Period: Week 1, 2019 to Week 21, 2019).

Music Broadcast Limited currently has 39 stations across 12 states, comprising 62% of the country's FM population. Radio City reaches out to over 69 million listeners in 34 cities covered by AZ Research 2019 (Source: AZ Research Report). The network provides terrestrial programming along with 18 other web-stations, through its digital interface, www.radiocity.in.

Radio City has spearheaded the evolution of FM radio by offering content that is unique, path-breaking and invokes city passion amongst listeners with its brand philosophy of "Rag Rag Mein Daude City". The network introduced humour and the concept of agony aunt on radio with Babber Sher and Love Guru respectively. It also initiated Radio City Freedom Awards, a platform to recognize independent music and provided a launch pad to budding singers with Radio City Super Singer, the first singing talent hunt on radio.

Radio City bagged 73 awards across national and international platforms like Golden Mikes, India Radio Forum, New York awards, ACEF awards etc. in 2018-2019. Radio City has consistently featured for the 7th time in 'India's Best Companies to Work For' study conducted by Great Place to Work Institute. In 2019, Radio City ranked 6th in 'Best Large Workplaces in Asia', according to the GPTW survey. Radio City has also been recognized in 'India's Best Workplaces for Women - 2019' and has ranked amongst the Top 75 organizations on the list.

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