Cipla Ltd has launched #InhaleTheChange, a nationwide awareness campaign aimed at encouraging better insulin adherence by addressing the emotional, behavioural, and social barriers faced by people living with diabetes. The initiative reflects Cipla’s ongoing effort to reimagine diabetes care by combining innovation with awareness and patient empowerment.
The campaign is being rolled out across Cipla’s digital platforms and will span digital storytelling and patient-support initiatives, with the objective of reaching audiences across India.
#InhaleTheChange focuses on challenges that often prevent patients from initiating or continuing insulin therapy, including fear of injections, complex daily routines, and social discomfort. The campaign opened with a ‘leaked’ paparazzi-style video featuring Raveena Tandon, captured in a private moment while trying to help a friend manage diabetes. In the film, she voices the everyday difficulties faced by people dependent on multiple insulin injections.
Watch the campaign here:
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This was followed by a response video from a young girl who shares her experience of watching her father quietly struggle with the same routine. Together, the films highlight a shared emotional fatigue—Raveena’s candid moment finding resonance in the child’s perspective—bringing attention to the often-unspoken realities of insulin dependence. The narrative aims to spark conversation, reduce hesitation around therapy, and encourage exploration of simpler, less invasive options. The campaign will be further supported through on-ground outreach and personalised patient guidance via a patient support programme.
Commenting on the launch of the campaign Cipla spokesperson said, “Often referred to as the diabetes capital of the world, India continues to see its diabetic population face significant challenges in initiating and adhering to insulin therapy. National surveys show that while millions live with the condition, only a fraction are aware of their diagnosis, receive treatment, or achieve proper glycaemic control. These figures reflect more than a clinical gap — they point to the silent struggles patients face due to fear, stigma, and limited understanding of their therapeutic options.”
“As pioneers of inhalation therapy in India, and in our 90th year of ‘Caring for Life’ – #InhaleTheChange reflects Cipla’s enduring commitment to advancing care through both innovation and awareness. With next-gen solutions and strong education-led initiatives, we aim to reimagine the patient experience by empowering them with empathy, support, and real-life ease.” Cipla Spokesperson added.
Adding her thoughts Indian actress Raveena Tandon said, “As someone who’s seen loved ones struggle with diabetes, I know how challenging daily insulin routines can be. I’m proud to be part of #InhaleTheChange — a campaign that brings dignity, ease, and hope to patients with convenient options and the power of awareness.”
Ravinder Siwach, Chief Creative Officer, Godzilla, who along with his team conceptualised the #InhaleTheChange campaign said, “We’re proud to partner with Cipla on #InhaleTheChange. This campaign allowed us to blend insight-led storytelling with a strong social message, helping spotlight the real-life challenges of patients with diabetes through a voice that resonates.”
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