GSK announced a partnership with veteran actor Amitabh Bachchanto raise awareness about shingles, a painful condition that affects 1 out of 3 adultsabove the age of 50 years . The campaign film evocatively captures the agonising pain caused 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. Shingles is caused by the same virus as chickenpox, which remains inactive in the body after a person recovers from it. More than 90% of Indians by the age of 50 have this virus in their body and are vulnerable to shingles.
The film has been conceptualised and executed by Lowe Lintas, and 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 documented patient testimonies. Commenting on the partnership, Mr. Amitabh Bachchan said, “Shingles is known to be painful and thus certainly a setback to Senior Citizens. For prevention against Shingles, I recommend the seniorcitizens to talk to their doctors.”
