Amitabh Bachchan and Manoj Pahwa join forces with GSK for shingles awareness and prevention campaign: 'Yeh Science Hai'

GSK launched a new campaign on Shingles awareness, featuring veteran actors Amitabh Bachchan and Manoj Pahwa, explaining the scientific link between chickenpox and Shingles. The campaign films use everyday conversations between two friends to talk about shingles and the increased susceptibility of shingles in people with diabetes.

Commenting on the campaign, Manoj Pahwa said, “I am in an age group that is susceptible to shingles, and through GSK’s shingles awareness campaigns I have understood more about this painful disease and its associated risk factors. I have faced multiple health problems and know how difficult it is to lead an active and fulfilling life when affected by infectious diseases. I am proud to be a part of this initiative to educate people about the cause of shingles and the importance of prevention. I encourage adults over 50 years, to talk to their doctors about shingles and its prevention.”

Shingles is caused by the re-activation of the virus that lies dormant in the nerves if a person has had chickenpox. People with a history of chickenpox who also have diabetes face a 40% higher risk of developing shingles. High blood sugar levels can weaken the immune system, and when that happens it can increase the risk of reactivation of the chickenpox virus and emergence of shingles.

Vigyeta Agrawal, patient empowerment head, GSK said, “The 2023 API-Ipsos survey showed that even those who had shingles did not know the cause of this painful disease. It is essential that all people above the age of 50 years know about shingles and its prevention. We wanted to explain the science behind the cause of shingles and the link between chickenpox and shingles in a simple manner. Amitabh Bachchan has an unparalleled ability to connect with people across all demographics. We are confident that having him as the face of the campaign, will help us reach and encourage more people, especially ageing adults, to talk to their doctor about shingles and its prevention.”

Harikrishnan Pillai, co-founder and CEO, Blitzkraig, an arm of TheSmallBigIdea Network, said, “The campaign comprises of two campaign films. One film shows two ageing friends reminiscing about school days and establishes the link between chickenpox and shingles, while the other depicts a caring bond between two friends and focuses on increased vulnerability of people with diabetes to shingles. The ‘Yeh Science Hai’ campaign urges adults above the age of 50 to talk to their doctor about shingles and its prevention. The messages that come through are clear and memorable.” 

R. Balki, the Director, commenting on the creative insight for the film said "Shingles is a disease that is misunderstood by many people. The challenge was to talk about the link between shingles and chickenpox in an easy-to-understand and engaging manner. I was instantly aligned with how TheSmallBigIdea crafted a simple and strong message. In this case, clarity, not creativity, was the need of the hour.”

The campaign films will be released across multiple platforms, including YouTube (mobile and connected TV), Google Display, Meta, select OTT platforms, Paytm, Google Pay, and various TV channels spanning multiple genres such as general entertainment channels (GEC), movies, and news in both Hindi and regional languages. Additionally, a partnership has been established with the popular television quiz show Kaun Banega Crorepati (KBC) for this campaign.