BreatheFree

What BreatheFree does

BreatheFree is a non-commercial public service initiative launched in 2020 by Cipla Limited, India's third-largest pharmaceutical company, to provide free patient education and awareness around respiratory health for individuals with chronic airway diseases such as asthma, COPD, allergic rhinitis, and bronchitis. The platform operates as a digital-first awareness hub serving the Indian market, addressing low inhaler acceptance and widespread misconceptions about inhalation therapy through educational content, interactive tools, and celebrity-driven awareness campaigns. Its core offerings include the BreatheFree website and iOS app, the AIRA AI-powered conversational chatbot for personalized lung health Q&A in multiple languages, interactive assessment tools (Breath Holding Test, Lung Health Questionnaire), a comprehensive Inhalers A-Z directory, nebulization guides, and a myth-busting module.

The platform encompasses three trademarked sub-initiatives: Berok Zindagi (the flagship adult-focused inhaler acceptance campaign featuring celebrity ambassadors including Priyanka Chopra, Madhuri Dixit, Vikas Khanna, and Parupalli Kashyap); Tuffies (a pediatric respiratory care initiative launched in May 2023 for children aged 5-10, featuring comic books in seven languages, animated characters Vicky, Mini, Gullu, and Mr. Puffy, and the Tuffies Ki School Yatra program reaching 1000+ schools); and AIRA (the AI lung health assistant). Distribution is entirely free-to-user, relying on digital channels (website, social media on Instagram, Twitter, Facebook, YouTube), school outreach, and Cipla's healthcare provider network. There is no direct revenue model — all content is provided without charge, and the platform explicitly states it does not promote or sell pharmaceutical products, functioning instead as a brand-building and disease-awareness asset supporting Cipla's respiratory pharmaceutical portfolio.

Name

BreatheFree

Legal name

Cipla Limited

Website

https://breathefree.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

BreatheFree is a free, non-commercial public service initiative by Cipla Limited that provides patient education, respiratory health awareness, and inhaler technique guidance to individuals with chronic airway diseases in India through digital tools, AI chatbot, and celebrity-driven campaigns.

Ownership category

akta.pro rank

Product category

Respiratory Health Education & Patient Awareness

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Nebulizers & Aerosol Drug Delivery Systems (HLAHAIAJ)

akta.pro secondary industries

Home Ventilation, Oxygen Therapy & Respiratory DME Clinical Management (HLAKANAM), Inhalation & Nebulization Devices (Nebulizers, Spacers, Inhaler Accessories) (HLAHAGAE)

Keywords

• Respiratory health education
• Patient awareness platform
• Asthma inhaler training
• Digital lung health tools
• Pediatric asthma education

Headquarters

HQ city

Woluwé-saint-lambert

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Technology or R&D, Operations, Personnel

Revenue model

1. Public Service Initiative: BreatheFree is a non-commercial public service initiative from Cipla Limited for patients with chronic airway diseases. It provides free educational content, awareness campaigns, and patient support tools without generating direct revenue.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

BreatheFree is a free, non-commercial public service initiative by Cipla Limited that delivers respiratory health education, asthma and COPD awareness, inhaler technique training, and pediatric asthma resources to patients and caregivers in India. Its offering combines a content-rich website, an AI-powered chatbot (AIRA), self-assessment tools (Breath Holding Test, Lung Health Questionnaire), the Berok Zindagi adult awareness campaign, and the Tuffies pediatric program with comic books, songs, and school outreach.

Product overview

Breathefree is Cipla's comprehensive public service initiative for patients with chronic airway diseases. The platform operates as a content and engagement hub comprising multiple interconnected products: the core Breathefree website providing lung health information and interactive tools (AIRA AI Assistant chatbot, Breath Holding Test, Lung Health Questionnaire, Inhalers A-Z, Nebulisation resources, Myth or Fact module); patient awareness initiatives including the flagship Berok Zindagi campaign with its A-Z of Asthma video series; and the pediatric-focused Tuffies program with comic books, animated content, school outreach (Tuffies ki School Yatra), and the Tuffies Song with Shankar Mahadevan. All offerings emphasize inhalation therapy education and asthma management while maintaining a focus on awareness, myth-busting, and empowering patients to live full lives.

Differentiator

Problem solved

Functional benefit

Brands

• Berok Zindagi: Flagship awareness campaign by Cipla to help patients with asthma and breathing problems live better lives by promoting inhaler acceptance and usage
• Tuffies
• AIRA

Products and services

• AIRA AI Assistant An AI-powered conversational lung health assistant that provides personalized answers about breathing problems, asthma, COPD, and other lung conditions in multiple languages for patients and caregivers.
• Breathefree Website Comprehensive public health initiative portal offering information on lung health, breathing conditions (asthma, COPD, allergic rhinitis, bronchitis), treatment options including inhalers and nebulizers, and interactive health assessment tools.
• Breath Holding Test

Quantifiable outcome

• 52% ad recall with 6% increase in inhaler consideration
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and secondary.

• Shankar MahadevancoreGTM or Marketing Partner · 9 January 2024Shankar Mahadevan composed and sang the 'Dhan-ta-daa' Tuffies song as part of the pediatric respiratory care awareness campaign. The music is aimed at empowering children with chronic respiratory conditions through the magic of music.
• Indian PaediatricianscoreStrategic or Co-development Partner · 9 January 2024Indian paediatricians co-created the second Tuffies comic book titled 'Mystery of the Lost Kitty', bringing medical expertise to the children's educational content about respiratory health.
• iRealities Technology Private LimitedcoreStrategic or Co-development Partner · 18 May 2023iRealities Technology Private Limited developed and designed the Tuffies campaign characters (Vicky, Mini, Gullu, Mr. Puffy) and storyline. The animation studio contributed creative expertise in children's animation and engaging storytelling to effectively reach and connect with children living with asthma.
• Madhuri DixitcoreGTM or Marketing Partner · 29 September 2022Bollywood icon Madhuri Dixit starred in the #InhalerReelChallenge as part of the Berok Zindagi campaign. Her participation leveraged her massive fan following to reach wider audiences with the message about asthma awareness and inhaler acceptance.
• Hansika MotwanisecondaryGTM or Marketing Partner · 29 September 2022Actress Hansika Motwani participated in the #InhalerReelChallenge to help spread awareness about asthma and use of inhalers for asthma management through engaging social media content.
• Schbang Digital SolutionscoreStrategic or Co-development PartnerSchbang is the digital agency that conceptualized and executed the #BerokZindagi campaign. The agency has worked with Cipla over multiple years evolving the campaign's digital approach through spoken word, myth-buster series, social initiatives, and music content.
• FilterCopysecondaryGTM or Marketing PartnerFilterCopy partnered with Cipla to create digital content series for the Berok Zindagi campaign. Content includes relatable short films addressing asthma myths and inhaler acceptance such as 'When you marry a doctor', 'Reality of having asthma', and 'When opposites attract'.
• Amit Trivedi and Amitabh BhattacharyacoreGTM or Marketing PartnerRenowned music composer Amit Trivedi and lyricist Amitabh Bhattacharya created the memorable 'Inhalers Hain Sahi' anthem for the Berok Zindagi campaign. The song was designed to change people's perceptions about asthma and bust myths through Bollywood-style entertainment.
• Nikhita Gandhi and Melvin LouissecondaryGTM or Marketing PartnerSinger Nikhita Gandhi and choreographer Melvin Louis participated in the #InhalerReelChallenge to build awareness and educate people about asthma through entertaining social media content.
• Priyanka ChopracoreGTM or Marketing PartnerGlobal actor Priyanka Chopra is an asthmatic who shared her personal story to inspire others. Her 'Up, close & personal' video series demonstrates that asthma doesn't have to limit one's potential or dreams.
• Vikas Khanna and Parupalli KashyapcoreGTM or Marketing PartnerCelebrity asthmatics Vikas Khanna (chef) and Parupalli Kashyap (Olympic badminton player) share their inspirational stories of achieving success despite having asthma, featured in the 'Asthma Ke Saath, Ek Berok Zindagi' campaign.
• Radhika Apte, Srishti Dixit, and otherssecondaryGTM or Marketing PartnerActors Radhika Apte and Srishti Dixit participated in Berok Zindagi campaign videos explaining why asthma ke liye inhaler hai sahi, helping normalize inhaler usage through relatable celebrity content.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• COPD Foundation: Non-profit dedicated to COPD patient education, awareness, and support, with comparable mission to BreatheFree's COPD-specific educational content. Both platforms provide condition-focused educational content and patient support tools.
• Allergy & Asthma Network: US-based patient education organization focused on asthma, allergies, and related respiratory conditions, providing free educational resources, device training, and patient advocacy. Directly comparable in patient-education scope and respiratory focus.
• American Lung Association: US non-profit providing comprehensive lung health education, disease awareness, and patient support across asthma, COPD, and other respiratory conditions. Closely comparable mission and content architecture to BreatheFree's lung health and breathing conditions coverage.
• Asthma + Lung UK: UK-based respiratory health charity offering patient education, inhaler technique guidance, and asthma/COPD awareness campaigns. Directly comparable as a respiratory patient-education platform, though operating independently rather than as a pharma subsidiary.
• GSK respiratory patient programs: Global pharma major with respiratory franchises (Advair/Seretide, Trelegy) and corresponding patient education initiatives. Comparable as pharma-sponsored respiratory patient-education content and inhaler awareness campaigns.
• AstraZeneca respiratory patient programs: Global pharma with major respiratory franchise (Symbicort, Fasenra) and patient education initiatives. Comparable as pharma-sponsored inhaler awareness and respiratory patient education programs.

Broad incumbents

• Healthline: Large-scale consumer health information platform covering respiratory conditions (asthma, COPD), with editorial review processes and condition-focused content libraries. Comparable in digital patient-education approach and condition-coverage structure.
• Mayo Clinic Patient Library: Reputable medical institution offering comprehensive patient education on respiratory conditions including asthma, COPD, and pediatric respiratory care. Comparable as a trusted patient-education authority with multi-format content (articles, videos, tools).
• WebMD: Major US-based digital health information platform providing condition-specific educational content including respiratory health. Comparable as a digital-first patient education destination with multi-language content and interactive tools, though operating at broader therapeutic-area scale.
• NHS respiratory self-care guidance: UK National Health Service provides free respiratory patient education, inhaler technique guidance, and condition self-management resources. Comparable as a government-backed, free patient education platform focused on respiratory self-care.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ibreathefree
• YouTubeyoutube.com/breathefreetv
• Facebookfacebook.com/ibreathefree
• LinkedInlinkedin.com/company/breath-free
• Instagraminstagram.com/breathefreeworld

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BreatheFree