GSK has launched a comprehensive shingles awareness campaign, “Yeh Science Hai,” featuring Bollywood legends Amitabh Bachchan and Manoj Pahwa. The initiative aims to educate the public on the scientific link between chickenpox and shingles, with a focus on the heightened risk for people with diabetes.
The campaign leverages the star power of Bachchan and Pahwa to communicate critical health information through relatable conversations. The two films in the campaign highlight the 40% increased risk of shingles in individuals with a history of chickenpox and diabetes, a message underscored by Pahwa’s personal connection to the issue. “I’m proud to be part of this initiative that urges adults over 50 to discuss shingles prevention with their doctors,” said Pahwa.
Vigyeta Agrawal, GSK’s Patient Empowerment Head, pointed out the findings of a 2023 API-Ipsos survey, noting, “Many are unaware of the causes of shingles. This campaign, led by Amitabh Bachchan, aims to bridge that gap and promote preventive healthcare.”Directed by R. Balki and produced by Blitzkraig, the campaign will be distributed across digital platforms, OTT services, and television, with a key partnership with Kaun Banega Crorepati (KBC) to enhance reach and engagement.
