News Desk, News Nation 360 : GSK unveiled a new awareness campaign for Shingles, highlighting the scientific connection between Shingles and chickenpox with renowned actors Amitabh Bachchan and Manoj Pahwa. In the ad films, two friends have a normal conversation about shingles and how persons with diabetes are more likely to get shingles. If a person has had chickenpox, the virus that is dormant in their nerves reactivates and causes shingles. Individuals who have diabetes and a history of chickenpox are 40% more likely to acquire shingles. Elevated blood sugar levels have the potential to compromise immunological function, which in turn raises the possibility of the chickenpox virus resurfacing and the development of shingles. Vigyeta Agrawal, Patient Empowerment Head of GSK stated that even people who had shingles did not know the aetiology of this excruciating illness, according to the 2023 API-Ipsos survey. Everyone over 50 has to be aware of the risks of shingles and how to prevent it. They aimed to provide a straightforward explanation of the science underlying the genesis of shingles and the connection between shingles and chickenpox. Amitabh Bachchan has an unmatched capacity to engage
individuals of all backgrounds. With him serving as the campaign's spokesperson, they are sure to reach and inspire a greater number of people—particularly older adults—to discuss shingles prevention with their doctors. A number of platforms will host the campaign films, including YouTube (mobile and connected TV), Google Display, Meta, a few OTT platforms, Paytm, Google Pay, and a number of TV channels covering a variety of genres, including news, films, and general entertainment channels (GEC) in Hindi and other regional languages. For this campaign, there is also an alliance with the well-known TV game show Kaun Banega Crorepati (KBC).
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