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Coimbatore
“Yeh Science Hai”: Amitabh Bachchan and Manoj Pahwa partner with GSK for new shingles awareness and prevention campaign
August 13, 2024
Coimbatore : GSK today launched a new campaign on Shingles awareness, featuring veteran actors Amitabh Bachchan and Manoj Pahwa, explaining the scientific link between chickenpox and Shingles. The campaign films use everyday conversations between two friends to talk about shingles and the increased susceptibility of shingles in people with diabetes.
GSK Patient Empowerment Head Vigyeta Agrawal GSK said, “The 2023 API-Ipsos survey showed that even those who had shingles did not know the cause of this painful disease. It is essential that all people above the age of 50 years know about shingles and its prevention. We wanted to explain the science behind the cause of shingles and the link between chickenpox and shingles in a simple manner.
Amitabh Bachchan has an unparalleled ability to connect with people across all demographics. We are confident that having him as the face of the campaign, will help us reach and encourage more people, especially ageing adults, to talk to their doctor about shingles and its prevention.”
TheSmallBigIdea Network co-founder and CEO, Blitzkraig Harikrishnan Pillai said, “The campaign comprises of two campaign films. One film shows two ageing friends reminiscing about school days and establishes the link between chickenpox and shingles, while the other depicts a caring bond between two friends and focuses on increased vulnerability of people with diabetes to shingles. The ‘Yeh Science Hai’ campaign urges adults above the age of 50 to talk to their doctor about shingles and its prevention. The messages that come through are clear and memorable.”
The campaign films will be released across multiple platforms, including YouTube (mobile and connected TV), Google Display, Meta, select OTT platforms, Paytm, Google Pay, and various TV channels spanning multiple genres such as general entertainment channels (GEC), movies, and news in both Hindi and regional languages. Additionally, a partnership has been established with the popular television quiz show Kaun Banega Crorepati (KBC) for this campaign.
