Pharmaceutical company Cipla brought its BerokZindagi asthma awareness campaign to Kolkata’s Durga Puja celebrations from October 14 to 20, using immersive installations at three prominent pandals to promote awareness about asthma and respiratory health.
The campaign, built around the message ‘Asthma keliye #InhalersHainSahi’, featured larger-than-life inhaler installations at SantoshMitra Square, SreeBhumi Sporting Club and Shibmandir Sarbojanin Durgotsab Samiti.
Designed as interactive pandal entry experiences, the installations invited visitors to walk through oversized inhaler structures, integrating respiratory health awareness with the city’s festive celebrations.
The initiative came amid concerns over asthma among children in Kolkata. A study by the National Allergy Asthma Bronchitis Institute (NAABI) found that 3.3 per cent of children aged 13–14 years surveyed in the city had severe asthma, the highest proportion among nine Indian cities studied, including Delhi.
Extending the campaign beyond awareness, Cipla’s patient support initiative, Breathefree, offered visitors access to the Swaasa digital lung health assessment tool. By scanning QR codes at the installations, pandal-goers could visit the Breathefree website, complete a free digital assessment and receive a lung health score.
The initiative aimed to encourage greater awareness of respiratory health through public engagement during the festive season.
