A playful approach to sharing facts and busting myths
Extending beyond the usual interactions with parents and doctors, CIPLA narrated the messaging through a comic book series. The Tuffies campaign was strategically launched during World Asthma Awareness Month (May). The campaign had a multi-faceted approach, which included launching a comic book featuring mascots and curating experiential events to bring them alive like a roadshow. This was supported by engaging and interactive activations and roping in Bollywood actor and mommy blogger, Sonali Bendre, as the face of the campaign. Sharing her child’s experience with asthma firsthand helped establish a deeper connection with the parents. The campaign’s digital leg included collaborations with mommy influencers and their children at the engaging events.
Post launch, CIPLA partnered with singer and composer Shankar Mahadevan to launch the theme song, The Tuffies Mighty Melody. It was promoted through influencer engagement, owned channels, radio activation and media outreach. A second book co-created with Indian pediatricians was launched as a part of the bimonthly series. This dialogue was supported by in-clinic branding. Moreover, the Tuffies ki School Yatra initiative encompassed asthma screening opportunities, engaging activities for children, group sessions with healthcare professionals for staff, and opportunities for parents to feature their child in the next Tuffies comic book.
Bringing out the Tuffie in you
The campaign garnered exceptional engagement and response. It turned the narrative, encouraging queries like how safe inhalers are to use if children have asthma, benefits of inhalation therapy for children, and more. It developed a positive perception around inhaler use among the caregivers.
