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.