Amitabh Bachchan, a seasoned actor, and GSK have teamed up to spread awareness about shingles, a painful ailment that affects one in three persons over the age of 50. Shingles is caused by the same virus as chickenpox. After a person recovers the virus still resides dormant in the body, which reactivates and spreads as the body’s defences deteriorate. By 50 years old, 90% of Indians are susceptible to shingles.
The campaign video vividly depicts the excruciating pain of shingles and its crippling effects on those who experience them. It conveys the crucial message that older folks can be protected from this discomfort through vaccination. Lowe Lintas’ film captures the intensity of shingles pain through powerful metaphors and images based on patient testimonies.
Commenting on the partnership, Mr. Amitabh Bachchan said, “For prevention against Shingles, I recommend the seniorcitizens to talk to their doctors.”Dr Rashmi Hegde, Medical Director, GSK, said, “Today, India’s ageing population is rising, and we need to make them aware of diseases such as shingles which can impact their quality of life.”
