GSK has announced a new shingles awareness campaign, “Yeh Science Hai,” featuring iconic actors Amitabh Bachchan and Manoj Pahwa. The campaign, aimed at educating the public on the connection between chickenpox and shingles, highlights the increased vulnerability among individuals with diabetes.
The campaign’s two films feature the actors in relatable conversations, illustrating the 40% higher risk of shingles for people with a history of chickenpox and diabetes. Manoj Pahwa, who is part of the target demographic, shared his insights, stating, “Understanding the risks of shingles has been eye-opening. I encourage adults over 50 to consult their doctors about prevention.”
GSK’s Patient Empowerment Head, Vigyeta Agrawal, emphasized the campaign’s objective to clarify the science behind shingles. “Our 2023 API-Ipsos survey showed a significant gap in awareness. With Amitabh Bachchan leading the campaign, we aim to reach a broader audience and encourage preventive measures.”The campaign, directed by R. Balki and produced by Blitzkraig, will be broadcast across platforms including YouTube, OTT services, and TV channels. Additionally, a strategic partnership with Kaun Banega Crorepati (KBC) has been established to further amplify the message.
