Dr. Reddy’s multimedia approach to spreading awareness on hypertension management

Leading global pharmaceutical brand, Dr. Reddy’s Laboratories Limited, recently unveiled a new campaign with Sunil Gavaskar as the brand ambassador. The campaign – #TensionMatLo – is aimed at raising awareness regarding the health issue of hypertension and the need to manage blood pressure in order to lead a healthier life.

With Sunil Gavaskar as the brand ambassador, Dr. Reddy’s has the objective of creating a lasting effect on the health decisions of individuals, thereby reshaping the perceptions about controlling blood pressure. The collaboration is in response to the rising cases of hypertension in India.

Watch the campaign:

https://www.youtube.com/watch?v=Dz2kvz2IqKE

In conversation with Adgully, MV Ramana, CEO – Branded Markets (India & Emerging Markets), Dr. Reddy’s, said: “We have associated with Sunil Gavaskar as our brand ambassador as he stands for the very values we associate with our products and services – excellence, leadership, trust. ‘Tension mat lo’ (don’t stress) is a Hindi phrase used very commonly by people across India. We hope to create a positive association between this beloved Indian phrase and the need to monitor BP, thereby enabling this everyday phrase to become a simple but effective call-to-action (CTA).”

What is the concept behind the campaign #TensionMatLo? What is the objective and the message that it conveys? How did you decide to collaborate with cricket legend Sunil Gavaskar for this campaign?

Dr. Reddy’s has over three decades of experience in helping patients manage their heart health and hypertension, through its robust and trusted cardiovascular (CVD) product portfolio. In the last one year alone, we have been able to serve around 6 million hypertensive patients through our flagship hypertension product. Additionally, we have been ranked as 3rd largest consumed brand amongst the anti-hypertensive medications used in India, as per IQVIA MAT June 2023 data.

As part of our commitment to public health, we recently launched the #TensionMatLo campaign with cricket legend Sunil Gavaskar as our brand ambassador. Our #TensionMatLo campaign aims to start a meaningful conversation around hypertension with something simple yet impactful that can stay with the audience. Our campaign aims to create urgency regarding blood pressure control, benefiting both individuals currently affected by hypertension and those at risk.

We have associated with Sunil Gavaskar as our brand ambassador as he stands for the very values we associate with our products and services – excellence, leadership, trust. ‘Tension mat lo’ (Don’t stress) is a Hindi phrase used very commonly by people across India. We hope to create a positive association between this beloved Indian phrase and the need to monitor BP, thereby enabling this everyday phrase to become a simple, but effective call-to-action (CTA).

By actively engaging with stakeholders on the underlying causes of hypertension and emphasising the importance of regular blood pressure checks, our campaign tries to prompt the audience to pause, contemplate, and understand the need to manage blood pressure and heart health. We hope this will have a lasting influence on individuals’ health decisions. This campaign aligns with our ESG patient goal of serving over 1.5 billion patients globally by 2030.

How will the campaign help the patients of hypertension in India and those at the risk of it? What are the expectations out of it?

Hypertension is a prevalent, but often overlooked condition in the country. Our campaign holds great potential to make a positive impact on patients with hypertension in India and those at risk. Firstly, by raising awareness about hypertension, its symptoms, and causes, the campaign will help individuals recognise the condition early, facilitating early diagnosis and intervention. It will educate people on the importance of regular check-ups and prompt treatment.

Secondly, by advocating for effective blood pressure management, the campaign will encourage lifestyle changes and adherence to medications, leading to better control of blood pressure. The overarching objective is to reduce the burden of hypertension-related health complications and improve overall cardiovascular health in India.

The campaign’s success will be measured by increased public awareness, greater adherence to hypertension management guidelines, and a decrease in the prevalence of uncontrolled hypertension in the country, contributing to a healthier population.

What is the state of hypertension related diseases in India and how is India coping with that?

According to World Health Organisation, it is estimated that at least one in four adults in India has hypertension. Of the estimated 220 million people in India living with hypertension, only 12% have their blood pressure under control. Uncontrolled blood pressure is one of the main risk factors for cardiovascular diseases (CVDs) such as heart attacks and stroke, and globally are the most common cause of death and disease. CVDs are also responsible for one-third of total deaths in India.

India has set a target of 25% relative reduction in the prevalence of High BP by 2025 through its Indian Hypertension Control Initiative (IHCI) involving the Ministry of Health & Family Welfare, Government of India, Indian Council of Medical Research, State Governments, and WHO-India (information from WHO and IHCI). The need of the hour is to create awareness on the alarming situation of hypertension burden along with the importance of regular blood pressure checks and the right medication uses.

How is Dr. Reddy’s leveraging digital media to promote the campaign?

Our approach to leveraging digital media for the campaign primarily centres around raising awareness about hypertension and the vital role of regular blood pressure checks in preventing serious heart health issues. A key strategic move was to enlist Sunil Gavaskar as the campaign’s face. Enlisting the support of a brand ambassador who stands for our company values and reinforces the attributes of our products has significantly increased visibility and credibility of the campaign.

We regularly share informative content across our social media handles, serving as reminders for people to prioritise getting their blood pressure checked regularly. This includes key topical and observance days relating to health and popular culture. To make our content accessible and attractive, we are going beyond static content and embracing interactive formats, particularly videos, to engage our audience more dynamically. This multimedia approach helps not only to educate, but also actively involves the audience in understanding the importance of hypertension management and encourages them to take action for their heart health.