Cipla: Teaching to Breathe
Q] What was the idea behind the ‘Tuffies’ campaign, and how did you take it forward? Q] Could you name some innovative mediums that you have used to amplify and create awareness around the Tuffies campaign? Q] What other initiatives will be launched under this latest campaign? Q] What is the role of music in campaigns? What made you decide that Shankar Mahadevan was the right pick for this initiative?
Our aim with ‘Tuffies’ is to shift perceptions about chronic respiratory diseases like asthma and its treatment, empowering kids to overcome limitations and helping parents unlock their children’s potential. With that in mind, we knew that our campaign needed to inform and entertain in a language and format that resonates with children, while also serving as a tool for parents to initiate candid conversations. This has been our overarching objective since its inception. Acknowledging that there is a void in paediatric respiratory awareness, we embarked on a mission to address the issue. The campaign talks about these challenges directly. It seeks to increase awareness around asthma’s profound effects on children, including sleep difficulties, chronic fatigue, missed school days due to wheezing or coughing, and the risk of long-term decline in lung function, which leads to hospitalisation. Through targeted messaging and educational efforts, Tuffies endeavours to narrow these gaps, creating a healthier, more knowledgeable environment for children and families throughout India.
The ‘Tuffies’ campaign was launched with a comic book, led by our protagonist, 8-year-old Vicky who lives with asthma. The first story acquaints our young readers with the concept of respiratory care through an engaging detective-based storyline. For the subsequent issues, we wanted to collaborate with Indian paediatricians, given their deep-rooted, holistic knowledge and understanding of children with asthma. Recognising music as a powerful medium for storytelling, we launched the ‘Tuffies Mighty Melody’, which has been sung and composed by the Grammy award-winning Shankar Mahadevan. The song’s catchy tune makes it easy for kids to sing along, while its encouraging lyrics inspire them to confidently embrace their resilience and strength. Furthermore, bringing the ‘Tuffies’ mission and our beloved characters Vicky, Mini, Gullu and Mr. Puffy into the real world – we’ve adopted a more hands-on approach with ‘Tuffies ki School Yatra’. In its debut, this initiative has reached 200,000+ children in 500+ schools nationwide, offering asthma screening camps, engaging activities, group sessions with healthcare professionals, and more.
Tuffies exemplifies the power of tailored creative storytelling to effectively engage with audiences. From heartwarming films to catchy tunes, our focus is on purpose-driven content that’s patient-centred, relevant, and relatable. As part of this comprehensive approach to raising paediatric respiratory care awareness, a range of initiatives are currently in motion, integrating both online and offline channels. The newly launched ‘Tuffies Mighty Melody’ is set to make a splash with an animated music video featuring the beloved ‘Tuffies’ gang and their friends. Our second comic book, ‘Mystery of the Lost Kitty,’ is the first in a series co-created with Indian paediatricians. With plans to unveil a new comic every two months, we’re committed to keeping the excitement alive and the information flowing. Looking ahead, we’re gearing up to expand our offline efforts significantly. Our ambitious ‘Tuffies ki School Yatra’ initiative is poised to visit over 3000 schools nationwide, reaching an estimated 1 million+ children. Through interactive sessions, fun activities, and asthma screenings, we aim to educate students, teachers, and parents about the importance of respiratory health. Together, we’re making strides to create a healthier future for all.
Music is a powerful tool to tell stories, forge connections, and drive change. Its capacity to stir emotions makes it a formidable medium to build bonds with listeners. ‘Tuffies’ serves as a beautiful example of how music can seamlessly champion a message, creating a powerful symphony that not only entertains but also educates, uplifts, and resonates with diverse audiences. Collaborating with Shankar Mahadevan for this initiative was an easy choice, given his remarkable contributions to the family-friendly and children’s music landscape in film and television, as well as off-screen. His illustrious career as well as unmatched musical prowess inspires and transcends generations.
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