Cipla Ltd has launched a nationwide awareness initiative titled #InhaleTheChange, focused on encouraging improved insulin adherence by addressing emotional, behavioural, and social challenges faced by people living with diabetes. The initiative reflects Cipla’s ongoing effort to reshape diabetes care by combining therapeutic innovation with patient-focused education and awareness.
The campaign will be rolled out across Cipla’s digital platforms and will include a mix of digital storytelling and patient engagement initiatives designed to reach audiences across India. In addition to online outreach, the programme will be supported by on-ground activities and a dedicated patient support framework offering personalized guidance.
#InhaleTheChange highlights the often-overlooked reasons why many patients delay or discontinue insulin therapy. These include fear of injections, the complexity of daily treatment routines, and discomfort associated with managing the condition in social settings. By addressing these concerns openly, the campaign aims to reduce hesitation around therapy and promote informed, confident decision-making.
The initiative was launched with a short, paparazzi-style film featuring actor Raveena Tandon, capturing a candid moment as she attempts to help a friend manage diabetes while speaking about everyday challenges faced by insulin users. This was followed by a response film featuring a young girl describing her father’s quiet struggle with multiple daily injections. Together, the films present a shared emotional narrative that draws attention to the need for simpler, less intrusive treatment approaches.
Commenting on the campaign, a Cipla spokesperson noted that despite India being home to a large diabetic population, insulin initiation and adherence remain low due to fear, stigma, and limited awareness of treatment options. The spokesperson added that #InhaleTheChange reinforces Cipla’s long-standing commitment to improving patient experiences through education, empathy, and innovation, particularly as the company marks 90 years of service in healthcare.
Actor Raveena Tandon said the campaign resonated with her personal experiences and emphasized the importance of dignity, convenience, and awareness in diabetes care. Ravinder Siwach, Chief Creative Officer at Godzilla, added that the campaign was built on insight-driven storytelling to reflect real-life patient challenges in an authentic and relatable manner.
Founded in 1935, Cipla is a global pharmaceutical company committed to agile and sustainable growth, leadership in complex generics, and strengthening its portfolio across key home markets including India, South Africa, North America, as well as other regulated and emerging markets. The company has well-established strengths in respiratory, antiretroviral, urology, cardiology, anti-infective, and CNS therapies. With 46 manufacturing facilities worldwide, Cipla produces over 1,500 products across more than 50 dosage forms, leveraging advanced technology platforms to serve over 80 markets globally.
Cipla ranks as the 3rd largest pharmaceutical company in India (IQVIA MAT Sep’25), the 2nd largest in the prescription market in South Africa (IQVIA MAT Aug’25), and the 4th largest by prescription volume in the US generics market for Respules and MDI products (IQVIA MAT Aug’25). For more than eight decades, Cipla has been driven by its mission to make a meaningful difference to patients’ lives.
Its landmark introduction of a triple antiretroviral therapy for HIV/AIDS at less than one dollar per day in Africa in 2001 played a pivotal role in advancing accessibility, affordability, and inclusiveness in HIV care. As a responsible corporate citizen, Cipla’s humanitarian approach to healthcare—guided by its purpose of Caring for Life—and its strong community engagement make it a trusted partner for global health organizations, peers, and stakeholders worldwide.
