Asthma ke liye Inhalers Hain Sahi’ (inhalers are right for asthma) has been sung by Amit Trivedi and Nikita Gandhi for Cipla Limited. The song is penned by lyricist Amitabh Bhattacharya and composed by Amit Trivedi. Cipla Limited has launched the #InhalersHainSahi song under its campaign #BerokZindagi. Amit Trivedi spoke to The Daily Guardian about the song and more.
Q: Share your association with Cipla’s Berok Zindagi Campaign? What does the campaign strive to achieve and how does it aim to create an impact?
I am glad to collaborate with Cipla and contribute to their ongoing efforts toward creating awareness around asthma and inhalers. I hope this jingle will strike a chord with people and help create the right amount of awareness and help-built confidence amongst asthmatics. I feel humbled to be associated with the campaign because I know how important this issue is and I’ve got this opportunity to bring awareness about using inhalers.
Q: What drove you to be a part of this campaign? Is there any personal reason associated with the same?
I believe that awareness can liberate and help break stereotypes. And, this campaign is doing the same. #InhalersHainSahi song is another step towards starting a conversation on asthma and inhalers. The campaign gave me a reason to be part of this cause and to team up with Cipla in their effort to help & support people with asthma to live a better life.
Q: How do you think music plays an important role in driving conversations around less debated topics like asthma?
Music is a powerful medium to convey the message with a great impact and can build a strong emotional connection with the audience. It can lighten up a serious situation while still keeping the essence of the message intact.
Q: How will this jingle create an emotional touch among the audience? How do you think the jingle will help in driving awareness?
As mentioned earlier, I am certain that the music has the power to evoke an emotional chord with the audience. The #InhalersHainSahi song will help create the right amount of awareness and help-built confidence amongst asthmatics.
Q: What do you think is the most unique about this jingle?
The music is hummable and retains the message of the campaign that we want to convey through the song.
Q: What are your future projects?
Recently I did my first Gujarati film Prem Prakaran and the rest you will know very soon.
Q: You have introduced several new singers, how do you cast the voices for your songs?
I like to bring in new voices and new musicians because talent can be found anywhere. I’m always open to giving opportunities and trying out new people for my projects.
Q: How do you keep innovating with every new film?
It’s a creative process continuously between the entire team, there is briefing discussion, jamming, the vision of the director, which ultimately leads to newer ideas.