GSK has recently launched a compelling new campaign aimed at raising awareness about shingles, a condition that many may not fully understand.
Featuring two of Bollywood’s beloved actors, Amitabh Bachchan and Manoj Pahwa, the campaign highlights the often-overlooked connection between chickenpox and shingles, while also addressing the increased risk faced by individuals with diabetes.
Shingles, scientifically known as herpes zoster, is caused by the reactivation of the varicella-zoster virus—the same virus responsible for chickenpox. After a person recovers from chickenpox, the virus doesn’t leave the body. Instead, it remains dormant in the nerves and can reactivate years later as shingles. This reactivation is particularly common among individuals over 50 and those with weakened immune systems, including people with diabetes. Studies have shown that individuals with diabetes have a 40% higher risk of developing shingles due to high blood sugar levels compromising their immune defenses.
The campaign is centered around two poignant short films featuring Amitabh Bachchan and Manoj Pahwa. These films leverage everyday conversations between two aging friends to simplify the scientific connection between chickenpox and shingles, making the information accessible and relatable to a broad audience. The first film brings out nostalgia as the two friends reminisce about their school days, subtly introducing the fact that anyone who has had chickenpox is at risk for shingles.
The second film takes a more emotional approach, focusing on the heightened vulnerability of people with diabetes to the disease.
Harikrishnan Pillai, co-founder and CEO, Blitzkraig, an arm of TheSmallBigIdea Network, the agency behind the campaign said, “Creating awareness around the preventability of a disease like Shingles without scaring the audience was the challenge. We aimed to focus on the impact of co-morbidities with the help of proven studies to educate people about the steps to prevent Shingles. Doing all this while staying light and slice of life. This birthed the campaign- Ye Science Hai, a series of 2 films with Amitabh Bachchan, the voice of authority & believability in this country. Along with Mr.Bachchan, we cast Manoj Pahwa, leading to brilliant on-screen chemistry that gave the required dose of life to the campaign.”
Manoj Pahwa, who himself belongs to an age group at risk for shingles, expressed his personal connection to the campaign. “I’ve faced multiple health challenges and know firsthand how difficult it is to live an active life when battling infectious diseases. Through GSK’s shingles awareness campaign, I’ve learned more about this painful condition and the importance of prevention. I encourage all adults over 50 to talk to their doctors about shingles and how to protect themselves,” Pahwa said.
Amitabh Bachchan, with his unparalleled reach and influence, serves as the face of the campaign. GSK’s Patient Empowerment Head, Vigyeta Agrawal, emphasized the importance of having a figure like Bachchan lead this initiative. “Our 2023 API-Ipsos survey revealed that many people who had experienced shingles didn’t know what caused it. With Bachchan’s involvement, we aim to educate people about the link between chickenpox and shingles, and encourage them to discuss prevention with their healthcare providers,” Agrawal explained.
The creative direction of the campaign, led by renowned ad film director Balki, was centered around clarity and simplicity. “Shingles is often misunderstood, and our goal was to convey the science behind it in an engaging and easy-to-understand way. The ‘Yeh Science Hai’ campaign does just that,” Balki stated. The campaign’s films will be widely disseminated across various platforms, including YouTube, Google Display, Meta, select OTT platforms, Paytm, Google Pay, and major TV channels in both Hindi and regional languages.
In a strategic partnership, the campaign is also being promoted through the popular television quiz show Kaun Banega Crorepati (KBC), ensuring the message reaches millions of viewers across India.
GSK’s campaign is more than just an awareness initiative; it’s a call to action for adults over 50 to take charge of their health by learning about shingles and discussing preventive measures with their doctors. With the combined star power of Amitabh Bachchan and Manoj Pahwa, along with a well-executed media strategy, GSK hopes to bring much-needed attention to this painful and often misunderstood condition.
