Cipla has rolled out the second film under its brand campaign, ‘1935 Se Desh Ki Sehat Ke Saath,’ (With the nation’s health, since 1935), that celebrates nine decades of championing access to life-saving treatments and healthcare equity for all.
 
While the campaign’s first film paid tribute to the healthcare community, the latest chapter builds on the brand’s legacy by bringing to life the company’s commitment to enabling access across the country. 

To bring the latest film to life, Cipla collaborated with filmmaker Shoojit Sircar and Dentsu Creative India.
 
The film’s narrative is inspired by a real-life story that unfolded during a natural disaster, and aims to capture the brand’s resolve to put patients first, no matter the challenge. The film showcases how amid harsh conditions and shattered connectivity in the aftermath of devastating landslides in remote areas of Himachal Pradesh, the brand team braved the odds to deliver life-saving treatments to those in urgent need. 

What we think about it: The latest film marking Cipla’s 90-year milestone is earnest, evocative, and respectful of its legacy. However, the narrative lacks distinction, with the use of a natural disaster setting and the trope of a heroic brand team braving adverse conditions to highlight Cipla's commitment ultimately feeling somewhat familiar and formulaic.

Achin Gupta, global chief operating officer, Cipla, said, “Staying true to our ethos of ‘Caring for Life’, this film is a cinematic expression of Cipla’s on-ground impact, core values, and unwavering responsiveness. It pays tribute to 90 years of people-first healthcare and reaffirms our ongoing commitment to improving lives through science, empathy, and communication. Cipla has made significant strides in adopting technology to broaden the access to new medicines and empower frontline workers with critical knowledge and diagnostic tools at the grassroots level.”

Shoojit Sircar, director, added, “We wanted to show a real moment where care transcends the challenges of a crisis. Stories like these inspire us and highlight the importance of accessible healthcare. At the heart of our storytelling were the human spirit and Cipla’s purpose.”