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Cipla’s #BerokZindagi Ushers in A New Era of Storytelling with Digital Content Platform FilterCopy

– Berok Zindagi resonates with audiences, accumulating 100 CR+ views across half a decade.

– Debuts ‘A Monsoon Romance: When Opposites Attract’ – A FilterCopy collab that hopes to enrich the narrative.

– Strengthens its mission: Empowering asthmatics to live an unstoppable life with new film; Berok Zindagi ke liye bas common sense he kaafi hai

MUMBAI, India, Sept. 13, 2023 /PRNewswire/ — Cipla Ltd.’s #BerokZindagi, partners with one of India’s leading digital entertainment companies, Pocket Aces, to create multiple sketches for the platform’s leading short-form content channel – FilterCopy. By harnessing Pocket Aces’ expertise in crafting and amplifying unique stories, Cipla hopes to further the mission of its largest public and patient awareness campaign – dispelling asthma myths, improving inhaler acceptance, and inspiring asthmatics to live a Berok Zindagi (unstoppable life). This partnership marks the pharmaceutical company’s entry into alternative content formats, that uses relatable storytelling to convey and subtly reinforce an important message. The first video, ‘A Monsoon Romance: When Opposites Attract’, premiered today on FilterCopy’s YouTube channel. 

Link to Watch Cipla x FilterCopy Film: https://www.youtube.com/watch?v=4J8D-gC8GLc

Created in easy-to-consume, snackable and shareable formats, each video will tell a heartwarming ‘Slice-of-life’ story scripted by the creative team at FilterCopy in collaboration with Cipla. The first premiere is a captivating love story set against the backdrop of the romanticized Mumbai monsoons. It will not only endear audiences but will also shed light on the fact that monsoons can be triggers for asthmatics. However, through subtle character integrations, the film emphasizes that with proper doctor-prescribed treatment, even those with asthma can enjoy the rainy season to the fullest. All films will be cross amplified through FilterCopy’s social media channels, reaching out to the ‘Digital GECs’ 22+ million audience and will be available in six languages – Hindi, Bengali, Telugu, Tamil, Malayalam, and Kannada.

Achin Gupta, CEO – One India Business, Cipla Ltd., said, “With India contributing almost 42% of global asthma deaths despite accounting for only 13% of the cases worldwide,[1] Asthma continues to be a high burden disease in India affecting both adults and children.  Misconceptions about asthma and inhalers contribute to the imbalance in its prevalence and outcomes, but correcting these can significantly improve patients’ lives. Over the years Cipla has pushed the boundaries with #BerokZindagi, employing a multitude of creative mediums to help combat misinformation, stigmas, and myths about asthma as well as inhalers and connect with today’s audiences.”

“By exploring various content formats that touch upon diverse themes our aim is to integrate our message of awareness and inspiration into the cultural fabric of the country, enabling us to reach and resonate with a wide-ranging audience. With this partnership, Berok Zindagi moves beyond being just an awareness campaign, but to a movement that aims to transform perceptions and improve the lives of those living with asthma.”

Aditi Shrivastava, Co-Founder & CEO, Pocket Aces, said, “The Cipla partnership is very special especially since it aligns perfectly with our renewed mission of positive content at Pocket Aces. Storytelling can have a profound impact on dispelling misconceptions, as the Cipla team has already proved with innovative initiatives on their #BerokZindagi campaign. We have thoroughly enjoyed working with the team at Cipla to design content pieces that will address different communities and distinct use cases that will reach a massive audience. Via this campaign, we are looking forward to leveraging our channel FilterCopy to educate, break myths, and empower our audiences to live #BerokZindagi.”

Using ‘common sense’ as a tool to convey its message, Asthma Ke Liye Inhalers Hain Sahi, Cipla also released an ad film that follows the story of a young schoolboy living with asthma. After being underestimated by the rival cricket team because of his condition, the young boy shows them up and defies expectations, showcasing his talent and determination in the sport, while also highlighting the importance of sticking to his treatment. With a digital first approach, the film is launched this week and features a new rendition of the popular #InhalersHainSahi song.

Link to Watch Film: Berok Zindagi ke liye bas common sense he kaafi hai ✅ – YouTube

[1] Mortimer, Kevin1,2; Salvi, Sundeep Santosh3,4; Reddel, Helen K.5,6,*. Closing gaps in asthma care in India – World Asthma Day 2022. Indian Journal of Medical Research 156(1):p 6-9, July 2022. | DOI: 10.4103/ijmr.ijmr_893_22

***

Disclaimer: This information is only for general awareness and is not to promote, use, or endorse any product or encourage use of medicines in any way nor implied to be a substitute for professional medical advice nor for diagnosis or treatment/ cure of any medical condition. The views expressed are independent opinion based on studies from authentic sources. Your discretion may be exercised before using the information for consulting doctor. Please consult your doctor/ Registered Medical Practitioner before starting any treatment/medicine/ inhaler. This is being used only as a reference to create awareness and is NOT intended towards advertising.

About Cipla:

Established in 1935, Cipla is a global pharmaceutical company focused on agile and sustainable growth, complex generics, and deepening portfolio in our home markets of India, South Africa, North America, and key regulated and emerging markets. Our strengths in the respiratory, anti-retroviral, urology, cardiology, anti-infective and CNS segments are well-known. Our 47 manufacturing sites around the world produce 50+ dosage forms and 1,500+ products using cutting-edge technology platforms to cater to our 86 markets. Cipla is the 3rd largest in pharma in India (IQVIA MAT November’22), 3rd largest in the pharma private market in South Africa (IQVIA MAT November’22) and is among the most dispensed generic players in the U.S. For over eight decades, making a difference to patients has inspired every aspect of Cipla’s work. Our paradigm-changing offer of a triple anti-retroviral therapy in HIV/AIDS at less than a dollar a day in Africa in 2001 is widely acknowledged as having contributed to bringing inclusiveness, accessibility, and affordability to the centre of the HIV movement. A responsible corporate citizen, Cipla’s humanitarian approach to healthcare in pursuit of its purpose of “Caring for Life” and deep-rooted community links wherever it is present make it a partner of choice to global health bodies, peers, and all stakeholders.

For more, please visit www.cipla.com, or click on Twitter, Facebook, LinkedIn

 

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Reliance Digital Launches ‘Baaptaa’, a Father’s Day Campaign Celebrating the Many Expressions of Fatherhood

MUMBAI, India, June 20, 2026 /PRNewswire/ — Reliance Digital has launched ‘Baaptaa’, a Father’s Day campaign to celebrate the many expressions of fatherhood. Built around a simple cultural observation, while “Maa ki Mamta” has long been a part of India’s collective vocabulary, there has never been a word that captures the distinct ways fathers express love, the campaign introduces ‘Baaptaa’ as a tribute to the many shades of fatherhood.

Conceptualised as an original music-led campaign, Baaptaa celebrates fathers not as idealised figures, but as they are experienced in everyday life, protective, dependable, emotional, quirky, practical, occasionally embarrassing, and always present. Through a relatable narrative, the campaign acknowledges the countless ways fathers care for their families, often through actions rather than words.

Watch Video: https://youtu.be/9XyUsJB33Ds?si=PM67vhxrzth1JEkz 

At the heart of the campaign is an original music video told from a father’s perspective, capturing the different roles he plays across life’s moments and milestones. The film brings to life the humour, warmth and unspoken affection that characterise father-child relationships, while giving a name to a form of love that many recognise but few have articulated.

The campaign stems from a simple insight: while motherhood has often found expression through familiar phrases and popular references, the unique language of fatherhood has remained largely undefined. Baaptaa seeks to fill that gap by creating a term that reflects the everyday gestures, practical wisdom and quiet sacrifices that fathers make.

Father’s Day communication often leans into familiar emotional territory, but Reliance Digital’s campaign celebrates fathers in a way that feels more culturally authentic and relatable. The idea for ‘Baaptaa’ came from a simple observation — mother’s love has been immortalised in a number of heartfelt, emotional songs, there needed to be an anthem dedicated to dad’s love. And thus was born Baaptaa – a love language that is often awkward, practical, protective, humorous and deeply felt, even if rarely verbalised. It’s a celebration of fatherhood in all its wonderfully imperfect forms immortalized by a song that you won’t be able to stop humming.

Shop for the widest range of electronics at Reliance Digital and thank your father for his Baaptaa.

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Harper Collins Publishers India is Delighted to Announce the Recent Publication of ‘People We Love’ by Preeti Shenoy

NEW DELHI, June 19, 2026 /PRNewswire/ — HarperCollins Publishers India is delighted to share the recent publication of People We Love by bestselling author Preeti Shenoy. At once tender and sharp, this collection of stories offers intimate, truthful and relatable portraits of the people we cherish, the ones we lose, and the people we become.

ABOUT THE BOOK

The people we love never truly leave our story…

In these tender yet piercing stories, Preeti Shenoy returns to some of her most beloved characters to reveal who they were before they appeared in her bestselling novels It’s All in the Planets and The One You Cannot Have.

Aniket, a coder, carries the weight of a longing for Trisha that he cannot bring himself to act on. Nidhi abandons her corporate life to teach pottery, only to discover that clay is far more forgiving than the people she loves. A quiz competition sparks an unlikely romance between Aman and Shruti, one that must withstand parental disapproval and class divides. And Anjali, a journalist, is so busy chasing stories that she almost misses the one unfolding in her own life.

Set against the pulse of contemporary India, People We Love explores the tug-of-war between duty and desire, family and freedom, who we are and who we dare to be. Intimate and deeply felt, these are stories about love that stays, leaves and almost slips away … love that quietly and irrevocably shapes the people we become.

Preeti Shenoy, author, says, “People We Love is a collection of three long stories, prequels to my bestsellers It’s All in the Planets and The One You Cannot Have. If you have read those books, you already know how these characters’ stories unfold. But what you don’t know yet is where it all began, the loves they carried, the choices they made, and the people they were before life shaped them into who you met on those pages. Writing these prequels felt like returning to a home I hadn’t realised I missed, and discovering rooms I had never been in before.”

Rashmi Menon, Associate Publisher – HarperCollins India, adds, “Preeti Shenoy has an extraordinary gift for finding the heartbeat of ordinary lives. People We Love is a warm, wise and deeply humane collection of short stories that reunites readers with favourite characters from her bestselling novels It’s All in the Planets and The One You Cannot Have, weaving them into fresh, deeply satisfying narratives. These characters feel like people you know, and their journeys will move, comfort and surprise you. This uplifting, thought–provoking collection reminds us why we turn to stories in the first place. We couldn’t be more excited to share it with our readers.”

ABOUT THE AUTHOR 

Preeti Shenoy is among the highest-selling authors in India. She was featured on the Forbes longlist of the most influential celebrities in India. Her books include When Love Came Calling, Wake Up Life, Is Calling, Life Is What You Make It, The Rule Breakers, A Hundred Little Flames, It’s All in the Planets, Why We Love the Way We Do, The Secret Wish List, The One You Cannot Have and many others. Her work has been translated into many Indian languages. Preeti is also a motivational speaker, an avid fitness enthusiast, and an artist specializing in portraiture and illustrated journalling. Preeti lives in Bengaluru, Karnataka.

ABOUT HARPERCOLLINS PUBLISHERS INDIA

At HarperCollins Publishers India, we believe in telling the best stories and ensuring they reach the widest readership. We publish around 250 new books every year across 10 imprints, adding to a diverse catalogue of more than 3,000 titles in print and digital formats, with an array of genres and voices that ensure there is a book for every reader. Our authors have won some of the most prestigious literary awards, and we are proud to publish many acclaimed writers, alongside new and emerging voices shaping contemporary literature. We are also the publishers of The White Tiger by Aravind Adiga, winner of the Booker Prize 2008, and Girl in White Cotton by Avni Doshi, shortlisted for the Booker Prize in 2020, and HarperCollins India itself has been awarded “Publisher of the Year” several times. In addition, we represent some of the finest global publishers such as Harvard University Press, Lonely Planet, Oneworld, Nosy Crow, Usborne, and National Geographic Children, bringing Indian readers access to world-class books and ideas. We are also proud to be certified as a Great Place to Work for two consecutive years, a recognition of our culture, people, and values that make HarperCollins India a truly inspiring workplace. 

PRESS CONTACT:

Nandini Tripathi, Manager – Marketing (Commercial)

Email: nandini.tripathi@harpercollins.co.in | Mobile: +91 9718928839

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Fulfilling PM Modi’s Dream of Atmanirbhar Bharat: India’s AI Writing Startup Kreativespace Incubated at IIT Kharagpur

  1. Kreativespace, an Indian AI-powered writing platform founded by Vinet Kakadea, has been incubated at IIT Kharagpur and recognized by SVNIT University, Ministry of Education under Bodhan AI Conclave also through the NVIDIA Inception Program, AWS Startup Program, and DPIIT under Startup India.
  2. The platform unifies 8 AI-powered writing tools, along with AI Humanizer and Message AI feature being the latest addition into a single ecosystem, so you can generate and refine content all in one place.
  3. The company reports more than 50,000+ signed-up users, 75,000+ anonymous users, and roughly 100,000 monthly website visitors, positioning itself as the only Indian company operating at scale in the global AI writing market.

SURAT, India, June 19, 2026 /PRNewswire/ — Kreativespace, an AI-powered writing platform, is building out its position as the only homegrown alternative in a market long dominated by international tools such as Grammarly and QuillBot. Founded by Vinet Kakadea and incubated at IIT Kharagpur, the company has aligned its growth with the broader push behind Prime Minister Narendra Modi’s Atmanirbhar Bharat (Self-Reliant India) initiative, which encourages indigenous technology development capable of competing on a global scale.

Kreativespace Incubated at IIT Kharagpur

As AI adoption accelerates across India’s education, research, and enterprise sectors, Kreativespace is among a small group of Indian startups building writing technology designed to compete directly with established international platforms.

Kreativespace’s progress has been recognized by several institutions central to India’s startup and technology ecosystem. The company has been incubated at IIT Kharagpur, selected under SSIP 2.0 through SVNIT University, and chosen by the Ministry of Education to present its work at the Bodhan AI Conclave. It has also been accepted into the NVIDIA Inception Program and the AWS Startup Program, and holds DPIIT recognition under the Startup India initiative.

Where many writing-tool users rely on separate subscriptions for content generation to refinement for grammar correction, paraphrasing, plagiarism checking, citation generation, and editing, Kreativespace brings these functions into a single platform as a super-app for AI writing tools. The company says its approach centers on affordability and accessibility alongside performance, aiming to make advanced AI writing assistance available to a wider range of users regardless of geography or budget.

The idea for Kreativespace took shape while founder Vinet Kakadea was studying at New York University and Marymount University in the United States, where he experienced firsthand how students, researchers, and professionals often need multiple paid subscriptions to cover writing-related tasks. That fragmented experience led him to build a super-app offering each of these capabilities together, at a more accessible price point.

Kreativespace combines 8 AI-powered writing tools with AI Humanizer and Message AI feature being the latest addition, allowing users to generate, rewrite, refine, and humanize content without moving between separate platforms. The product is available via web platform, mobile apps on the App Store and Google Play, browser extensions for Chrome, Mozilla, and Edge, and a Google Docs add-on.

Vinet Kakadea, Founder of Kreativespace, said, “Kreativespace’s vision is to digitalize the entire Indian education ecosystem to support PM Modi’s Atmanirbhar Bharat scheme.”

About Kreativespace

Kreativespace with the Motto of Making Writing Accessible for Everyone: Kreativespace is an AI-powered writing platform built to make AI writing tools accessible, affordable, and effective for students, researchers, educators, professionals, content creators, startups, and enterprises. Founded by Vinet Kakadea, the company is incubated at IIT Kharagpur and has been recognized by AWS Startup Program, the NVIDIA Inception Program, and DPIIT under Startup India. For more information, visit kreativespace.com.

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