Roche Launches Diabetes Campaign Promoting SMBG with Accu-Chek Insights

Roche Diagnostics India has unveiled its latest campaign, #BreakfastSePehleAccuChek, aligning with World Diabetes Day to promote the importance of Self-Monitoring of Blood Glucose (SMBG). The campaign, centered on encouraging people with diabetes (PwDs) to adopt simple habits, features the acclaimed actor Vijay Raaz in a relatable and insightful TV commercial.

The campaign emphasizes the power of a daily blood glucose check before breakfast, aiming to drive better diabetes management. By showcasing diverse Indian breakfasts, the film highlights how ACCU-CHEK systems provide timely insights, enabling individuals to make informed decisions for healthier routines.

A Commitment to Reducing Diabetes Distress

Vivek Desai, Head of Marketing at ACCU-CHEK, explained, "Roche has championed diabetes care for over four decades, addressing the struggles of PwDs. A simple habit of checking blood glucose every morning can uncover how food choices and lifestyle affect blood sugar levels, empowering individuals to establish healthier routines and achieve better control."

Campaign Reach and Execution

Roche’s omnichannel approach ensures the message resonates across multiple platforms:

• TV, print, and digital: The campaign leverages a mix of traditional and modern media.
• Influencers: Personal endorsements from celebrities like Mandira Bedi, Aishwarya Sakhuja, and wellness expert Prerna Sinha amplify the message.
• Educational sessions: Over 1,200 in-clinic sessions were conducted, impacting 15,600+ patients and caregivers across India.
• On-ground activations: Targeted promotions at point-of-sale locations enhanced engagement both online and offline.

Empowering Lives Through Awareness

The campaign reinforces Roche’s mission to alleviate “diabetes distress” by providing tools and education that make blood glucose monitoring an essential, manageable part of daily life. By integrating insights into everyday decisions, Roche seeks to empower PwDs to take charge of their health and embrace positive lifestyle changes.