The mind is where some of the toughest battles are fought. When a person is diagnosed with any type of sickness, his/her mind loses its strength, and the hope starts to turn weaker. The scenario is the same for asthmatics.
While many unintentional words and actions around the asthmatics make them question the validity of their dreams and aspirations, the latest ‘Berok Zindagi’ campaign (Unstoppable Life) from Cipla is on the mission to inspire Asthmatics to win their dreams.
This campaign highlights the usage of inhalers for keeping asthma under check. Renowned Pulmonologist from Coimbatore Dr. Jayamohan Unnithan spoke about this campaign on Tuesday.
He said asthma’s causes are mostly genetic, while air pollution and viral infections could also lead to it. Children bear the risks of asthma, and it is very important for the parents to consult a pulmonologist if the child shows any breathing difficulties. He added that inhalation therapy is the best modality for asthmatics, and inhalers hardly cause any side effect.
“The stigmas associated with Asthma and inhalers are the reasons behind the hesitation of patients to resort to Inhalation therapy. As a doctor, I prescribe all my patients to opt for Inhalation Therapy and usually see 100% compliance as they are the most optimum and effective solution for asthmatics. This is why campaigns like this is important to create awareness and end social stigmas” Dr. Jayamohan conveyed through a press statement.
Dr. Anupama Murthy, Professor and HOD of Respiratory, PSG Hospital also added, “ Due to the current pandemic situation, the asthmatic cases have gone up in the city (Coimbatore) and most patients do not prefer inhalers due to the stigma attached to it and misconceptions of it being addictive. As a campaign, it is crucial to educate the consumers with the right and effective techniques and the current campaign is doing just that. I recommend all my patients to use inhalers, as they are the most effective in curing Asthma – especially today, with children too.”
Bollywood actor Ayushmann Khurana is the face of this campaign. A 3 minute TVC from Cipla features the star who shares about how two men of indomitable will and spirit – Celebrity Chef Vikas Khanna and Arjuna awardee Badminton player Parupalli Kashyap- who achieved their dreams, despite being asthmatic, with the help of inhalers to fight the disease