Dr. Reddy’s Laboratories Limited, a prominent global pharmaceutical company, has enlisted cricket legend Sunil Gavaskar as the brand ambassador for its #TensionMatLo campaign. The purpose of this campaign is to increase awareness about hypertension, its symptoms, causes, and emphasize the importance of effectively managing blood pressure for a healthier life. With its extensive experience in hypertension management spanning three decades, Dr. Reddy’s collaboration aims to transform perceptions about blood pressure control, benefiting both those currently dealing with hypertension and those who could be at risk.
The #TensionMatLo campaign takes a unique and creative approach, urging the audience to take a moment to think, reflect, and question the significance of keeping blood pressure in check. By addressing the root causes of hypertension and underscoring the necessity of regular blood pressure monitoring, the campaign seeks to make a lasting impact on individuals’ health-related choices.
With over 75% of Indians having uncontrolled blood pressure and being unaware of the hike in blood pressure, the Government of India launched the Indian Hypertension Control Initiative (IHCI) to fast-track access to treatment services for over 220 million people in India. Only about 12% of people with hypertension in India 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 are responsible for one-third of total deaths in India. India has set a target of a 25% relative reduction in the prevalence of hypertension (raised blood pressure) by 2025[1].
“I am happy to be associated with the #TensionMatLo campaign of Dr. Reddy’s. As a sportsperson, I understand the significance of maintaining good health for optimal performance. I am excited to contribute to the purpose of increasing awareness about this critical medical issue because I believe that uncontrolled blood pressure levels pave the way for many complications, some of which are life-threatening,” said brand ambassador and cricket legend Sunil Gavaskar.
M.V. Ramana, CEO – Branded Markets (India & Emerging Markets), Dr. Reddy’s, said: “Hypertension has been an important focus area for us. For over 30 years, we have served patients in this area through our robust portfolio. With this campaign and our partnership with Sunil Gavaskar, we aim to build further awareness and send out strong messages on the alarming spike in hypertension cases in India and the need to control it. Sunil Gavaskar represents the values we stand for. We are certain that his collaboration will help us reach a larger audience and educate them on hypertension control and management, thereby, meeting our patient-centric goals of accelerating accessibility to affordable and innovative medicines.”
As Dr. Reddy’s continues its unwavering commitment to public health, this collaboration marks a significant milestone in raising awareness about hypertension and empowering individuals to lead healthier lives. With Sunil Gavaskar’s influential presence, the #TensionMatLo Campaign is set to make a lasting impact on the global fight against hypertension.
