Giant inhaler installations took centre stage at three of Kolkata’s major Durga Puja pandals as Cipla brought its flagship patient awareness campaign, Berok Zindagi, to the heart of the city’s festive celebrations from October 14–20.

 

Taking its ‘Asthma ke liye #InhalersHainSahi’ message directly to pandal-goers, the campaign featured larger-than-life inhaler installations at Santosh Mitra Square, Sree Bhumi Sporting Club and Shibmandir Sarbojanin Durgotsab Samiti, turning popular festive destinations into platforms for asthma awareness.

 

The immersive installations invited visitors to walk through giant inhalers, using the scale and novelty of the experience to spark conversations about asthma and inhalation therapy. The initiative also went beyond awareness, offering visitors a practical way to check their respiratory health.

 

Through Breathefree, Cipla’s comprehensive patient support initiative, pandal-goers could access the Swaasa tool by scanning QR codes at the installations. The free digital assessment, available through the Breathefree website, provided users with a lung health score, encouraging them to take a more active interest in their respiratory health.

 

The activation builds on Cipla’s sustained efforts through Berok Zindagi to take asthma awareness beyond conventional healthcare settings and into everyday public spaces. By tapping into the scale and cultural significance of Kolkata’s Durga Puja celebrations, the campaign sought to challenge common myths and misconceptions about asthma and inhalation therapy, a cornerstone of asthma management.

 

With an interactive experience designed to engage festival crowds, Cipla aimed to make respiratory health a more visible part of the celebrations — bringing an important healthcare message to thousands of people in the middle of one of Kolkata’s biggest annual festivities.