Cipla - Activation Campaign

Cipla is an Indian multinational pharmaceutical company specializing in treatments for respiratory, cardiovascular, and chronic diseases, with a mission to make healthcare more accessible across global markets.

About the project

Under their respiratory brand Breathefree, Cipla wanted to launch an allergy awareness campaign during Allergy Awareness Month to educate the public about Allergic Rhinitis — a condition commonly mistaken for the common cold. The #SenseYourSneeze campaign was born from this need, designed to drive awareness, encourage doctor consultations, and deliver a unified message through both traditional and digital channels across India.

Date:

Apr 1, 2018

Client:

Cipla

Services:

Activation Campaign

Conceptualized and developed the #SenseYourSneeze campaign centered around the most recognizable symptom of Allergic Rhinitis — continuous sneezing — to help audiences distinguish it from a common cold and take the right steps toward treatment

Took a holistic, integrated marketing approach combining traditional and digital media to ensure the campaign reached audiences across multiple touchpoints simultaneously

Produced a prank-style video to deliver the awareness message in an engaging, shareable, and memorable format that would resonate organically across social channels

Onboarded 500+ doctors across India to champion the #SenseYourSneeze message within their clinics through print and digital materials, lending credibility and medical authority to the campaign

Built a custom landing page tied to the campaign hashtag to capture intent and convert awareness into action through doctor appointment bookings

Amplified the campaign through cross-promotional activities across Facebook and Instagram to maximize reach and impressions throughout the campaign duration

"Ashlesha and her team has been instrumental in transforming our digital marketing efforts for Breathefree. She is very easy to work with and always has a postive approach to everything. It was a pleasure working with her."

P. Shetty

Former Marketing Director, Cipla

Results

25K Conversions: Doctor appointments booked through #SenseYourSneeze custom landing page throughout the campaign.

100K Video Views: Organic video views generated on the prank video across social channels with positive social engagement.

500+ Doctors' Participation: Pan-India doctors were onboarded for the marketing campaign to deliver the #SenseYourSneeze message through print & digital media in the clinics.

8M Impressions: Campaign impressions generated through cross-promotional activities across Facebook & Instagram.