Cipla Ltd. has launched #InhaleTheChange, a nationwide awareness campaign focused on empowering people living with diabetes by addressing the emotional, behavioral, and social barriers that often hinder insulin adherence. The initiative reflects Cipla’s long-standing commitment to patient-centric innovation and aims to reimagine diabetes care through empathy, education, and accessible solutions.

The campaign highlights common challenges faced by diabetes patients, including fear of injections, complex daily routines, and social stigma, which often delay or disrupt insulin therapy. It debuted with a “leaked” paparazzi-style digital film featuring actor Raveena Tandon in a candid moment assisting a friend with diabetes. This was followed by a poignant video from a young girl who observes her father quietly managing multiple insulin injections each day. Together, the films bring attention to the emotional fatigue and silent struggles experienced by patients and caregivers alike.

A Cipla spokesperson noted that despite India being home to one of the world’s largest diabetic populations, awareness, treatment initiation, and effective glycaemic control remain limited. These gaps, they said, go beyond clinical issues and stem from fear, stigma, and insufficient understanding of available treatment options. As a pioneer in inhalation therapy and in its 90th year of “Caring for Life,” Cipla aims to make diabetes management more dignified and patient-friendly.

Raveena Tandon shared that her association with the campaign is personal, having seen loved ones struggle with diabetes. She emphasised that #InhaleTheChange brings hope by encouraging easier, more compassionate care approaches.

Conceptualised by creative agency Godzilla, the campaign blends insight-driven storytelling with a strong social message. Through digital outreach, awareness initiatives, and on-ground patient support, #InhaleTheChange seeks to destigmatise insulin therapy, empower patients, and improve adherence across India.