GSK has launched a new awareness campaign on shingles, featuring veteran actors Amitabh Bachchan and Manoj Pahwa. Titled “Yeh Science Hai,” the campaign aims to educate the public on the scientific link between chickenpox and shingles, particularly focusing on the increased risk for individuals with diabetes.
In the campaign, Amitabh Bachchan and Manoj Pahwa engage in everyday conversations to highlight the heightened susceptibility to shingles in those with diabetes. The initiative underscores that people who have had chickenpox and also suffer from diabetes face a 40% higher risk of developing shingles due to weakened immune systems.Manoj Pahwa, commenting on his involvement, said, “Being in an age group susceptible to shingles, I’ve come to understand more about this painful disease and its risk factors. I urge adults over 50 to discuss shingles prevention with their doctors.”
GSK’s Vigyeta Agrawal noted that a 2023 survey revealed many shingles patients were unaware of the disease’s cause. “We believe Amitabh Bachchan’s universal appeal will drive the message home, encouraging more aging adults to seek medical advice on shingles prevention.”The campaign, directed by R. Balki, will be widely distributed across digital platforms and TV, with a special partnership with the popular quiz show Kaun Banega Crorepati (KBC) to maximize outreach.
