Cipla Launches ‘InhaleTheChange’ to Reframe Insulin Adherence in India

Cipla has launched a nationwide awareness initiative, ‘InhaleTheChange’, addressing the often-overlooked challenges people with diabetes face in terms of insulin adherence. The campaign highlights the emotional, social, and behavioural barriers that frequently delay or disrupt insulin therapy. Fear of needles, complicated daily routines, and the discomfort of managing treatment in social settings are central to the discussion.

Storytelling That Feels Real

At the heart of the campaign is a series of digital films that bring everyday realities to the forefront. The first film, shot in a paparazzi-style format, features actor Raveena Tandon, sharing a private moment as she supports a friend living with diabetes. This is followed by a second film where a young girl speaks candidly about watching her father cope with the daily demands of insulin therapy. Together, the narratives reflect emotional exhaustion while encouraging empathy and open dialogue around simpler, more patient-friendly approaches.

'InhaleTheChange' is being amplified through Cipla’s digital platforms, supported by educational content, patient stories, and on-ground outreach programmes. A key component of the initiative is a personalised patient support programme that offers guidance tailored to individual needs, helping people feel more confident and informed about their treatment journey.

A Cipla spokesperson noted that despite India’s large diabetic population, awareness, treatment initiation, and long-term glycaemic control remain limited. These gaps, they explained, reflect not just medical challenges but also fear, stigma, and lack of awareness around available options. As a leader in inhalation therapy and in its 90th year of “Caring for Life,” Cipla aims to combine innovation with education to ease the patient experience.

Raveena Tandon shared that witnessing loved ones struggle with diabetes made her connect deeply with the campaign’s message. The creative team behind the initiative echoed this sentiment, emphasising their goal of building empathy-led communication. The campaign will continue to unfold through ongoing digital content and patient-focused initiatives in the months ahead.

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