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Tag: Kavita Ayyagari

  • The ad campaign has been conceptualised and executed by DDB Mudra North along with The International Union against TB & Lung Disease

    Government of India launches new multimedia campaign ‘#IndiavsTB’

    By A Correspondent

     

    DDB Mudra North has partnered with the Indian government for creating a campaign which would galvanise the nation towards the mission of ending TB. The campaign is titled ‘#IndiavsTB,’ where it calls to the nation to unite against Tuberculosis. The objective of the campaign is to build momentum around the mission of making India TB Free.

     

    Given the stigma around TB, the campaign had to be powerful yet sensitive towards the patients suffering from it. Hence, the face of the campaign is no other than megastar Amitabh Bachchan who not only survived the deadly disease but is also completely cured from TB.

     

    DDB Mudra North partnered with The International Union against TB and Lung Disease to create a 360-degree campaign comprising of TVC, digital, radio and newspaper activations.

     

    Said Kavita Ayyagari, Project Director, Challenge TB – The Union: “The campaign #INDIAVsTB is part of The Call to action for TB Free India and has been made by The International Union against TB and Lung Disease supported by USAID – Challenge TB. DDB Mudra North has come up with a campaign that touches the hearts of people and communicates key messages on symptoms of TB and the challenge of drug resistant TB due to incomplete treatment through MrBachchan. We are grateful to MrBachchan for his wholehearted support to our campaign. Together, we can bring TB out of the closet, talk about it and help make India TB Free.”

     

    Added Sonal Dabral, Chairman and CCO, DDB Mudra Group: “The brief for the campaign was to build communication that can help eradicate TB by 2025. This campaign not only deals with the symptoms of TB and the need for treatment but emphasizes on complete treatment. Large number of TB patients in India drop their treatment without being totally cured of it and this results in MDR TB which is dangerous and often not treatable. They drop it as it’s extremely difficult to manage and the duration is long too.”

     

  • The campaign theme #IndiavsTBsymbolises India's fight against TB and "TB Harega, DeshJeetega" is the tagline of the campaign

    Health Ministry seeks to eradicate TB through #IndiavsTB

    By A Correspondent

     

    JP Nadda, Union Minister of Health and Family Welfare has launched #IndiavsTB, TB-free India campaign featuring Amitabh Bachchan, TB survivor and ambassador. The five-part campaign talks about early identification of symptoms, importance of treatment completion, MDR TB and social impact of TB on families and children. The campaign theme #IndiavsTBsymbolises India’s fight against TB and “TB Harega, DeshJeetega” is the tagline of the campaign.

     

    The campaign is developed by International Union Against Tuberculosis and Lung Disease (The Union) supported by the United States Agency for International Development (USAID), Challenge TB. The campaign films feature Amitabh Bachchan and are directed by director Shoojit Sircar. The print campaign has been shot by photographer Daboo Ratnani and  DDB Mudra has created the campaign.

     

    Earlier this year, Amitabh Bachchan also featured in a TV commercial and radio spot where he encouraged viewers and listeners to support the ministry’s grassroot, door-to-door initiative to actively find new TB cases.

     

    Speaking about the campaign, Kavita Ayyagari, Project Director, Challenge TB, The Union said, “The problems that the campaign address are that people take symptoms of TB lightly; people stop TB treatment mid-way once they feel better; are unaware that TB can recur and become drug-resistant; and that TB is not just an illness but also a social disease that impacts not only the patients but their children and families.”