GSK today announce a partnership with veteran actor Amitabh Bachchan to raise awareness about shingles, a painful condition that affects 1 out of 3 adults above the age of 50 years.
The campaign film evocatively captures the agonising pain cause by shingles and its debilitating impact on the people living with it.
It gives an important message that it is possible to protect ageing adults against this pain through vaccination.
Mr. Amitabh Bachchan said :
Shingles is cause by the same virus that causes chickenpox.
The virus remains inactive in the body after a person recovers from it.
When the immunity of the body weakens, it re-activates to cause shingles.
More than 90% of Indians by the age of 50 years have this virus in their body and are vulnerable to shingles.
Dr Rashmi Hegde, Medical Director, GSK, said :
The film has been conceptualise and execute by Lowe Lintas.
The creative focus is on capturing the intensity of the shingles pain through powerful metaphors and images.
The representation of pain is based on scientifically document patient testimonies.
Sagar Kapoor, Chief Creative Officer (Global Brands), Lowe Lintas said :
शिंगल्स को लेकर जागरूकता और बचाव के लिए GSK ने अमिताभ बच्चन से मिलाया हाथ— 2YoDoINDIA News Network (@2yodoindia) May 29, 2023
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About GlaxoSmithKline Pharmaceuticals Limited
GlaxoSmithKline Pharmaceuticals Limited is a subsidiary of GSK plc, a science-led global healthcare company with a purpose to unite science, technology, and talent to get ahead of disease together.