Sreelakshmi24’s Blog

Another method to prevent the spread of H1N1 virus. The International Copper Association Ltd. has provided the following details.

Copper touch surfaces have self-sterilizing properties that can prevent the spread of H1N1 virus

The recent threat of Swine flu has emerged as the most important health concern in India and has triggered the need to use the most protective and efficient measures to reduce its spread in public places. While we have been advised to be alert, wash our hands regularly, avoid crowded places like cinema halls, shopping complexes, malls etc. International Copper Promotion Council (India) would also like to educate the public about the capability of Copper to combat the spread of the H1N1 virus.

A recent UK study1 has found that copper touch surfaces can significantly reduce the concentration of Influenza A virus on them, raising hopes that it may also be effective against other strains of the virus. The research found that 75 percent of Influenza A are knocked out in 1 hour on a copper surface and almost completely in 6 hours. The work, which was led by Professor Bill Keevil from the University of Southhampton, was presented at the BIT Life Sciences’ 2^nd Annual World Summit of Anti-virals in Beijing on July 18. The findings are timely given the current Influenza H1N1 ( more commonly known as Swine Flu ) pandemic currently sweeping the world. But even more common forms of flu are a major global health issue.

The role of surfaces in spreading influenza is now well known. In fact it has been shown that once surfaces are contaminated, fingers can transfer viral particles to up to seven other clean surfaces. Professor Keevil makes it clear that preventing the spread of any strain of Influenza is a very complex process and no one option is likely to be 100 percent successful. “There is no single answer to controlling the spread of pathogenic microorganisms,” Prof Keevil
et al state in the paper. The current study shows that copper surfaces may contribute to the number of control barriers able to reduce transmission of the virus.

H1N1 virus appears to be transmitted the same way that seasonal flu spreads. Flu viruses are spread mainly from person to person through coughing or sneezing. Sometimes people may become infected by touching something with flu viruses on it and then touching their mouth or nose.

Last year, the U.S. Environmental Protection Agency (EPA) approved the registration of antimicrobial Copper alloys, with Public Health Claims acknowledging that Copper, Brass and Bronze are capable of killing harmful, potentially deadly bacteria. Copper and Copper alloy surfaces kill greater than 99.9% of (specific) bacteria within two hours, and continue to kill more than 99% of (these) bacteria even after repeated contamination. Therefore, it has been recognized that the use of Copper touch surfaces in hospitals, educational institutions, public buildings, public transport and food preparation areas can reduce the spread of harmful infections.

Copper and its alloys are available in a variety of forms like door handles, grab rails and bathroom fixtures etc. which are regular touch surfaces and can work to demonstrate reduced build-up and transfer of infectious pathogens.

Mr. Ajit Advani, Dy. Regional Director Asia, International Copper Association Ltd. & CEO, International Copper Promotion Council (India) said: “In India, we have known about the protective properties of Copper since the vedic ages. This has now been corroborated by modern Science. Use of this wonder metal in public touch surfaces can go a long way in reducing the spread of infections such as Influenza”.

Dr. Anu Kant Mital, Associate Professor & Head of Department, Rajiv Gandhi Medical College, and President Indian Association of Biological Psychiatry said, “Touch surfaces such as Taps, Door handles, Railings etc. are the first portals of entry for any infection into the pool of becoming “The Epidemic“. This is especially significant in our country as we have a large population and the numbers that would be involved in the touch and spread model are mind boggling. In this context “The Anti-Microbial“ or more descriptively put “Self Sterilizing (self cleansing)“ properties of COPPER, established scientifically and accepted by the authorities world over now,( that we have known since eons) would be heaven sent. All the surfaces that are touched by thousands daily, if made of copper would not be aiding the spread of any infection, especially like the H1N1.”

Note:
The use of a Copper alloy surface is a supplement to and not a substitute for standard infection control practices; users must continue to follow all current infection control (hygienic) practices including those practices related to cleaning and disinfection of environmental surfaces.

The death toll thanks to the H1N1 viral flu is increasing. Famous homeopath Dr. Mukesh Batra talks about homeopathy treatment for the disease.

Swine flu is creating panic all over the world and there are many myths, misconceptions, and rumours going around that are only making matters worse. Under these circumstances, it is therefore important for people to stay calm and composed so that they act responsibly and appropriately. Many think that a vaccine for swine flu will do the trick and protect against the virus. However, the truth is that no one can be sure about this because viruses are known to mutate easily, thereby rendering such a vaccine useless. Some scientists are even afraid about the possibility of another mutation taking place when the swine flu virus H1N1 comes into contact with the Bird flu virus H5N1. This again is just a remote possibility and not a certain outcome. People were under the impression that just because bird flu spread by eating infected poultry, swine flu could spread by eating infected pork. It is now confirmed by the Centres for Disease Control and Prevention that that it is safe to eat hygienically cooked pork. The amount of protection offered by masks is also not very clear. Although they could definitely reduce the likelihood of contracting the infection, they cannot really assure complete protection. Thus, it is safer to avoid coming in close proximity with patients with flu-like symptoms. Another trend is closing down schools, colleges, or other institutions to prevent the spread of the disease and advising people to stay at home. This, however, is not a feasible option and is hence not recommended. The biggest solace is the fact that the infection seems to be moderate in intensity in majority of the patients with only a small section, especially those with underlying pathologies or poor immunity, succumbing to the disease.

With so much of uncertainty around, giving Homeopathy an opportunity to prevent or treat the disease makes perfect sense for two reasons. Firstly, disease causing organisms can never get resistant to homeopathic remedies because homeopathic medicines do not target the causative organisms directly. They stimulate the body’s defences instead to attack and overpower the invaders. Secondly, being free of adverse side-effects, homeopathic medicines can be safely administered in infants, pregnant women, and the aged. Knowing that conventional medicines are strong, aggressive, and at times even invasive, it goes without saying then that Homeopathy should ideally be the first line of treatment. As homeopathic medicines themselves behave like vaccines by modulating the immunity of an individual, these should be immediately employed in the meanwhile before a successful swine flu vaccine actually enters the market. Antiviral preparations should be used only if the desired curative response is not seen in spite of homeopathic treatment. In acute illnesses like flu, patients usually respond very fast to Homeopathy; and therefore, a homeopath can easily tell within a day or two following the commencement of treatment whether the disease is responding positively, progressing, or heading towards complications. All said and done, one thing is for sure. In pandemics like these, the patient has to be closely monitored by the treating physician, irrespective of his or her specialization, so as to ensure that an unnecessary delay in treatment never occurs. In fact, an approach in which Homeopathy is boldly backed by conventional medicine, where the latter is used wisely and not indiscriminately, seems to be the way to go!

What does homeopathy have to say about swine flu?

The fact that diseases are not caused by the mere presence of disease-causing organisms in the internal or external environment, but rather due to the weakening of the body’s defence mechanisms, has always been recognised by homeopathy. Therefore, while the use of antibiotic and antiviral preparations can be rendered useless if the organism gets resistant to them by undergoing a mutation, this can never happen with homeopathic remedies because unlike medicines from other medical systems that target only the disease-causing germs or aim to offer symptomatic relief, homeopathic medicines act upon the immune system and restorative energies of the body so that it heals itself. Other systems simply suppress symptoms and treat the body in parts, whereas homeopathy recognises the body as a unified whole and confronts the problem from deep within. Thus, swine flu for homeopathy is just another type of flu that can be treated by stimulating the immune system to overpower the virus. 

Which homeopathic medicines should be taken to treat the disease?

In the past, various flu epidemics such as the Spanish flu and bird flu have been successfully treated and prevented by homeopathic remedies like Gelsemium, Bryonia, Influenzinum, and Oscillococcinum. These could certainly be of value even in the prevention or treatment of swine flu. In homeopathy, remedy selection depends upon the disease manifestation and not merely the diagnosis; therefore, the prescription varies from case to case. During epidemics, however, since the disease symptoms are more or less similar in most of the cases, a single remedy may help to treat the disease. Such a homeopathic medicine is termed the ‘genus epidemicus.’ The theory of vaccination borrows from the isopathic concept of homeopathy where medicines prepared from the causative organisms (isodes) or affected tissues themselves (nosodes) are used to treat the same or similar diseases in the same or other patients. Preparing an isode or nosode of the swine flu virus is another option that homeopathic pharmaceutical companies could consider in the prophylaxis or therapeutics of the disease. 

What precautions should be taken by the affected person?

The affected person should avoid meeting people till the disease runs its course. Covering the nose and mouth with a handkerchief when coughing or sneezing is important to prevent spreading the virus to others. Wearing a mask will also help for the same purpose. The patient should not share his or her clothes, towels, soap, and other personal objects with others and must not eat or drink from the same utensils as others. This is necessary because the virus is usually present in all the secretions of the body such as saliva, sweat, phlegm, urine, and stool. As in all viral infections, the patient should drink a lot of fluids to stay well hydrated. Eating nutritious food and resting adequately is a must to help the body to recover as well as to prevent complications or secondary infections. According to the Centres for Disease Control and Prevention, majority of the cases that require hospitalization or succumb to the disease are those people who concurrently have underlying pathologies like diabetes, cardiovascular disease, asthma, obesity, or extremely poor immunity. Therefore, such patients should be closely monitored.

Can homeopathic medicines cure the disease?

An acute illness like flu always heals by crisis or lysis, i.e., it runs its natural course leading to recovery, complications, or death. Thus, in such cases, it is the body that cures itself and homeopathic remedies facilitate this curative process. The logic behind the treatment is not just to relieve symptoms. It is to cut short the natural course of the disease or to allow it to run its course uneventfully without any complications or mortality. Viral infections further drop the immunity of an individual so as to lead to secondary bacterial infections or can even evoke abnormal responses from the body to give rise to autoimmune diseases or pave the way for the development of some cancer. Since homeopathic remedies basically correct the imbalances of the immune system, such problems can largely be prevented.  

Is homeopathy the preferred choice of medication?

Homeopathic remedies, being infinitesimally small doses, are absolutely safe. They are palatable, non-invasive, and do not produce any deleterious side-effects even when taken for prolonged periods of time. Natural and harmless, they can be administered to infants or the aged without any risk of any adverse reactions. Another major advantage is that homeopathic medicines are cost-effective too as thousands of serial dilutions can be created out of a single drop of the source material. homeopathic remedies are curative as well as preventive; besides, a single remedy can treat symptoms related to multiple organs or systems and also offer protection against complications. There is no question of the causative organisms getting resistant to homeopathic drugs as the latter have no direct action on the former. Considering all these plus points, Homeopathy definitely should be the preferred choice of medication

For the first time in the history of the most popular boat races in Kerala, a safety boat is to be introduced by a private company. This safety boat which contains all the necessary safety equipments like life jackets, first aid kits, etc. will move alongside the race participants and will be sponsored by Bajaj Allianz.

Ms. Mini Anthony
Collector, Alappuzha, said, “In the 57 years history of this race, this is the first time that a private company like Bajaj Allianz has taken this noble initiative to supplement the safety efforts towards the race. Though all the participants are expert swimmers and are as capable as a duck takes to water, we decided to have this safety measure as a matter of abundant caution to ensure a safe passage and administer instant medical aid in case of a mishap. “

The safety boat is a motorized boat and is handled by an expert who steers ahead of the teams in a separate lane. Being motorized it can reach at any point of disaster site instantly. It is equipped with life jackets, first aid kits, communication aid which helps to be in touch with the control site and other emergency centres like hospitals, nursing homes, etc..They are also well adapted in disaster management control measures like CPRs, handle any trauma related mishaps etc..

Speaking on the association to sponsor the safety boat, Akshay Mehrotra, Head- Marketing, Bajaj Allianz
Life Insurance said, “The core competence of Bajaj Allianz as a leading insurance provider is to help our customers and ensuring a carefree living i.e. jiyo befikar. The idea of a safety boat in the most popular boat race fits very well in extending this proposition. “

As the official partner for the event, Bajaj Allianz would work closely with the organizers to ensure safety messages to ensure a safe and peaceful event.

Recent telecast of TV series depicts peer pressure for smoking among minors; influence attributed to filmstars’ smoking in movies

Onscreen smoking has been repeatedly proven to influence smoking behaviour among adolescents. In a new development, the influence of onscreen smoking on the big screen has been replicated on the small screen as well. In a telecast of a highly viewed TV series on the evening of 28^th July, one particular scene actually depicted a minor influencing another minor to initiate smoking, citing examples of film stars doing so in the movies as a mark of style and care-free living. Although actual smoking has not been depicted in the scene portrayed, there was a pack shot of the cigarette brand which itself is a clear reflection and acceptance of the fact that onscreen smoking does have an influence on adolescent smoking behaviour. The serial in question has already created a controversy due to its subject matter in last few weeks.

Speaking on the issue, Dr. P.C. Gupta, Director, Healis Sekhsaria Institute for Public Health, said, “It has been proven through numerous studies and research conducted across multiple geographies that onscreen smoking clearly does influence the youth – especially adolescents to smoke whether it is portrayed positively or negatively to initiate smoking. This issue has been very conveniently put on the backburner even by the Union Health Minister through his recent comments of onscreen smoking counting as ‘artistic freedom’. But the truth is that in a country such as ours, there is a large population of youth who are exposed everyday to movies and television series, and it is these adolescents who stand to be encouraged by depiction of smoking on screen.”      

In a recent study conducted in the US by the American Academy of Pediatrics to determine exposure to movie smoking in relation to smoking initiation among US adolescents, prevalence of smoking was seen to be about 2% among those with the lowest exposure to smoking in movies, steadily going up to almost 30% among those with highest exposure. This study clearly demonstrates the association between onscreen smoking exposure reflecting on smoking initiation among adolescents. In fact, the study further suggests that exposure to movie smoking is a primary independent risk factor, accounting for smoking initiation in more than one-third of US adolescents, 10 to 14 years of age.

Another point to be noted regarding the scene depicted on the TV show is the content that is used to portray the negative character influencing the positive character to smoke. The dialogues used in the scene speak of how it is acceptable to smoke, as onscreen actors also smoke to relieve their tension and it adds to their style. Although this is not a clear depiction of smoking on screen, it is still a potentially powerful motivator for adolescents viewing the show to believe that it is actually acceptable to smoke, and subsequently initiating smoking without any knowledge of the health risks involved. It should also be realized that the pack shot is in effect advertisement of a brand. This possibility is justified by further research – through another survey conducted among 6000+ US adolescents, it was observed that 13.7% of the respondents actually started smoking after being exposed to positive characters smoking in a random sample of movies.

In light of so many such conclusive research reports, it is definitely essential for the authorities to recognize the fact that onscreen smoking and adolescent exposure to the same have a significant impact on smoking behaviour – and subsequently the numerous health risks that arise from such exposure. These research reports further highlight the need for strict government action to curb the depiction of onscreen smoking – be it in the movies or on television.

Outpacing and Outperforming Markets globally

Leading transnational pharmaceutical major Lupin, reported an outstanding performance for the first quarter – FY 2009-10. These audited results were taken on record by the Board of Directors at a meeting held in Mumbai today.

Key Financial & Performance Highlights

• Net sales grew by 26% to Rs. 10,856 million for Q1 FY 2009-10, from Rs. 8,623 million (Q1 FY 08-09)
  

   
   

• Net profits for Q1 FY 2009-10 grew by 25% to Rs. 1401 million as compared to Rs 1120 Mn. (Q1 FY 2008-09)
  

• Earnings before Interest, Tax, Depreciation and Amortization (EBITDA) grew by 25% to Rs. 2152 Mn. for Q1, FY 2009-10, from Rs. 1728 Mn. (Q1 FY 08-09). Margins remain consistent at 20%
  

Commenting on Lupin’s performance, Dr. Kamal K Sharma, Managing Director, Lupin Limited, said, “On the back of our strong performance over the last 13 quarters, built on innovative market strategies and also our consistent focus on targeting niche therapy segments and developing difficult-to-make products,Lupin today, has the unique distinction of being the fastest growing company amongst  the Top 10 players in the Generics markets of U.S, Japan, India and South Africa and it also continues to outpace and outperform the Industry therein. This quarter, in keeping with our consistent track record, Lupin has clocked in an impressive and steady rise of 26 % in the Top-line and 25 % in the bottom-line. We now aim to consolidate on the gains made over the past three years to create the foundation to maintain momentum and scale higher orbits of growth.”

Balance Sheet Highlights

• Net Working capital reduced by Rs. 610 Mn. to Rs. 10,778 Mn. as on 30th June 09 against Rs. 11,388 Mn. as on 31st March 09, despite a 26% increase in net sales reflecting optimization on the working capital front.
  
• Capital Expenditure during the Quarter – Rs. 1525 Mn.
  
• Debt Equity Ratio improved to 0.47 as on 30th June 2009 from 0.62 as on 31st March 2009.
  
• FCCB conversions happening at a faster pace.
  

Profit & Loss Highlights

• Material cost remained constant at 43% of Net Sales at Rs. 4676 Mn. during the quarter as against Rs. 3720 Mn. (Q1 2008-09).
  
• Personnel cost remained constant at 12% of Net Sales at Rs. 1315 Mn. during the quarter as against Rs. 1014 Mn. (Q1 2008-09).
  
• Selling, General and Administrative costs reduced by 0.5% to 26.9% of Net Sales at Rs. 2923 Mn. during the quarter as against Rs. 2363 Mn. (Q1 2008-09).
  
• Taxation reduced to 20% in Q1 2009-10 against 22% in Q1 2008-09 amounting to Rs. 364 Mn. against Rs. 313 Mn.
  
• Revenue Expenditure on R&D amounts to Rs. 685 Mn., 6.3% to Net sales as against Rs. 477 Mn., 5.5% to Net Sales (Q1 FY 08-09)
  

Operational Highlights

• Advanced markets Formulation sales (including US, Europe & Japan) increased 41 % to Rs. 4858 Mn. during Q1, FY 2009-10, from Rs. 3450 Mn. (Q1 FY 08-09). It contributed 45 % of the Net Sales for the Quarter.
  

   
   

• Formulation Sales  in US and EU grew by 40 % to Rs 3551 million, Q1, FY 2009-10, from Rs. 2530 Mn., (Q1, FY 2008-09).
  

   
   

• Lupin remains the fastest growing generic players in the US by prescriptions and the 9th largest in terms of overall prescription base
  

   
   

• Ranks in the Top 3, in 18 out of 22 generic products in the US market with market leadership (No 1) in 8 of these products. (IMS)
  

   
   

• Overall EU Formulation Sales including Hormosan grew by 101% to Rs. 413 Mn., during Q1, FY 2009-10, up from Rs. 206 Mn. (Q1, FY 2008-09)
  

• Lupin’s Japanese subsidiary, Kyowa contributed 12 % of the overall revenues. Recording an Impressive Growth of 42 % to Rs. 1307 million, Q1, FY 2009-10 from Rs. 920 Mn. (Q1, FY 2008-09)
  

   
   

• Net Sales of India Region Formulations grew by 22% to Rs. 3444 million for Q1, FY 2009-10 as compared to Rs. 2834 million (Q1 FY 2008-09).
  

   
   

• South Africa sales grew to Rs. 301 Mn. during Q1, FY 2009-10 representing a growth of over 40% over Q1 2008-09.
  

Operational Summary

USA & Europe

Lupin continues to maintain its upward growth momentum in the US & European Markets with it contributing a healthy 33% to total revenues. Sales (Formulations) for US & Europe grew by 40 % to Rs. 3551 Mn. from Rs. 2530 Mn. (Q1 FY 08-09).

USA

Quarter 1, also saw Lupin expand its Brand Business in U.S with the acquisition of the worldwide rights for the intra-nasal steroid (INS) product, AllerNaze™ (triamcinolone acetonide, USP) Nasal Spray, 50mcg from Collegium Pharmaceutical, Inc. The INS market generated $ 2.5 Billion in annual sales in United States alone (IMS data).

Lupin is in the Top 3 in 18 out of 22 of its generic products in the market, out of which 8 are market leaders (IMS).

USFDA Approvals

Lupin received the final approvals for two of the Company’s Abbreviated New Drug Application (ANDA) from the U.S. Food and Drug Administration (USFDA). The approvals received were for -

• Levofloxacin tablets 250 mg, 500 mg and 750 mg dosage strengths.
  

   
   

• and Ethambutol Hydrochloride Tablets USP, 100 mg and 400 mg.
  

The company now has a total of 91 ANDA filings, of which 35 have been approved by the USFDA.

Europe:

The Formulations revenues from EU Markets reported a growth of 101 % recording sales of Rs 413 Mn. during Q1, 2009-10 as against Rs. 206 Mn. (Q1, FY 2008-09)

Japan

Lupin continues to outpace the generics market in Japan through its subsidiary, Kyowa. In Q1 09-10, Kyowa registered a phenomenal growth of 42 % to record Net Sales at Rs. 1307 Mn., as against Rs. 920 Mn., Q1 2008-09. It contributed 12% to Lupin’s overall revenues.

Indian Region Formulation

India forms a very important part of Lupin overall growth, and contributed 32 % to its overall revenues during Q1, FY 2009-10. The India Formulations grew by 22 % to clock in revenues of 3444 Mn. during Q1, FY 2009-10, as compared to Rs. 2834 Mn. for Q1 2008-09. Branded Formulation sales grew by 24% from Rs. 2336 Mn. to Rs. 2896 Mn.

South Africa

Lupin’s South African Business – Pharma Dynamics clocked in revenues of 301 Mn. during Q1, FY 2009-10 representing a growth rate of over 40%.

API

API (Net) sales (Including Novodigm) were at Rs 1752 Mn. for Q1 FY 2009-10 versus Rs. 1966 Mn. for Q1 Fy 2008-09. The emphasis as in the past was on value added formulation business.

R&D

Revenue Expenditure on R&D amounts to Rs. 685 Mn., 6.3% to Net sales as against Rs. 477 Mn., 5.5% to Net Sales in Q1 FY 08-09. Lupin’s cumulative ANDA filings with the USFDA rose to 91 with the company having received 35 approvals to date. Cumulative Filings with the European regulatory authorities stands at 53 with the company having received 22 approvals to date.

Piramal Healthcare Limited (PHL) (NSE: PIRHEALTH, BSE: 500302) today reported first

quarter (Q1) results for FY2010.

Total Operating Income on consolidated basis for the quarter ended 30 June 2009 was up by 16.0% to Rs. 8.2

billion over Q1FY2009. Operating Profit increased by 34.0% to Rs. 1.6 billion, Operating Profit Margin for the

quarter was up to 19.5% in Q1FY2010 from 16.9% in Q1FY2009. Net Profit for the quarter was up by 25.0% to

Rs. 851.0 million. Earnings Per Share (EPS) for the quarter was up by 24.8% to Rs. 4.1 as compared to Rs. 3.3

for Q1FY2009.

During the quarter, the Healthcare Solutions (Domestic Formulations) division reported strong growth of 25.6% as

compared to industry growth rate of 13.3% (Source: ORG IMS) and had revenue of Rs. 4.4 billion. PHL grew

particularly well in the Respiratory, Dermatology, Anti-diabetic and Anti-infective therapy areas. During the

quarter, the company has launched 9 new products. On a MAT basis, PHL is the number 1 company for new

product introductions. (Source: ORG IMS)

The Company’s Pharma Solutions (Custom Manufacturing) sales was Rs. 1.9 billion during Q1FY2010 as

compared to Rs. 2.3 billion for Q1FY2009. Pharma Solutions revenues from facilities in India grew during

Q1FY2010 by 2.1% to Rs. 601.5 million. The Company continues to adhere to highest standards of quality in

manufacturing. During the quarter, the Company’s manufacturing sites at Pithampur in India and Morpeth in UK

were inspected by the USFDA and have been cleared without any 483s. The Company’s manufacturing facility at

Pithampur has qualified for Frost & Sullivan’s “Asia Manufacturing Excellence Award 2009″ in the Platinum

category.

Global Critical Care business grew by 352.7% to Rs. 728.8 million. The operations of Minrad International, a

company which was acquired in Q4FY09 has been integrated completely with Piramal Healthcare. Minrad has

registered sales of US $ 9.6 million for the quarter as compared US $ 23.0 million for full year of 2008.

“Jiyo Befikar”, is the message that actor Saif Ali Khan is conveying to people across all age groups through the latest “Bajaj Allianz – Love Aaj Kal” Co branded TVC Campaign cum contest. Bajaj Allianz has tied up with the upcoming Saif Ali Khan and Deepika Padukone starrer Love Aaj Kal to spread the message of security & fearlessness amongst all age groups. The winners will get a chance to meet Saif Ali Khan in person. This TVC Campaign which is penned by Gulzaar Sahab is sung by Sukhwinder and has its music composed by Vishal Bardwaj. The campaign conceptualized & ideated by P9 is currently running in 25 channels.

Saif Ali Khan will be releasing his maiden home production Love Aaj Kal shortly and is looking to hear love stories from his fans across age groups straight from their heart in sync with the movie. The comfort zone between Saif and Deepika in the movie epitomizes how security can bring you

happiness and comfort, which is the message Bajaj Allianz is looking to drive to its customers through its on-going ‘Jiyo Befikar’ campaign.

The contest is open to everyone who would like to share their love stories by logging on to – www.jiyobefikar.com. They can narrate their love stories, upload pictures of loved ones and even be eligible for the “Jiyo Befikar” moments of the week which entitles them to win loads of prizes and gifts.

Bajaj Allianz’s Campaign Jiyo Befikar highlights the fact that when you know there is some one to protect you, you can enjoy a carefree life “Jiyo Nidar”.

An interactive half an hour AFP (Advertiser Funded Programme) will also be aired on NDTV Imagine with Saif & Deepika talking about the film and discussing their thoughts on fearless and carefree moments in the film and life.

Commenting on this association, Akshay Mehrotra, Head Marketing, Bajaj Allianz Life said, “In a country where Bollywood is nothing short of a religion, here is a unique opportunity to combine a reel love story with your real love story. Not all great love stories can make it to the silver screen and so we at Bajaj Allianz thought of giving the Indian viewers a chance to share their true love stories and win a dream chance to meet Saif”.

Pritie Jadhav, Head – Branding, P9 Integrated, a division of Percept Ltd, said, “For Bajaj Allianz, this association helps them transform the way they want to communicate with its audience. The brand fit between them not only symbolizes but also reinforces the security, safety and care freeness messaging that they both exhuber. This affiliation will definitely help Bajaj Allianz enhance its brand recall and imagery and give the common man opportunities for instant gratifications.”

This is really unfortunate 

Tobacco manufacturers still not uniformly implementing pictorial warnings on tobacco products; gross violation of law on Pictorial Warnings

Nearly two months after the enforcement of the law on pictorial warnings on tobacco products, which came into effect on 31^st May 2009, leading tobacco companies in the country manufacturing gutka and other forms of chewable tobacco are violating the law. In a sampling study done across various locations in Mumbai, it has been seen that gutka companies have implemented extremely watered down warnings, none of which cover 40% of the package area on one side, as specified in the Cigarette and Other Tobacco Products (Packaging and Labelling) Rules, 2008.  

Speaking regarding the issue, Dr. P. C. Gupta, Director, Healis Sekhsaria Institute for Public Health, said, “The pictorial warnings notification was implemented as a significant measure towards better public health, by highlighting the dangers of tobacco use through these warnings. These recent findings are therefore gravely disappointing, and they clearly show the government’s apathy towards the cause of public health. The warnings recommended earlier were delayed and diluted several times and now, that they have been implemented the tobacco companies are not following the specifications as per the notification.  It is extremely disappointing that the government is not taking any action towards this.”

The results of the sample study in ten different tobacco brands conducted in Mumbai by the Healis Sekhsaria Institute for Public Health show that many brands are violating the requirement of 40% size by a wide margin as the area of the one side warnings barely cover 6% to 30% of the package. Another noticeable drawback is that the written warning in some of the products is only in English, – which is completely against the law as it requires warnings at least in one Indian language in addition to English.

Emboldened by the government’s lack of firmness on this issue, most of the tobacco companies, who have historically had a strong pro-tobacco lobbying effort with the government, have simply chosen to grossly dilute the implementation of the pictorial warnings. This is a serious breach in the enforcement of the law, and shows continued negligence and apathy towards the issue by the government. This is a clear threat to public health, and it is the obligation of the government to monitor and address this issue with the strongest measures possible. The tobacco companies ought to stop taking the law for granted and putting the lives of millions at stake.

Stark figures on smoking initiation after exposure to onscreen smoking, reveals US survey

In another step towards proving that onscreen smoking does have a definite negative impact on adolescent, and a villain’s smoking makes even more impact than a hero’s smoking; two studies were published recently from the USA.

A study to determine exposure to movie smoking in relation to smoking initiation among US adolescents was conducted by random–digital-dial survey on 6522 adolescents aged 10 to 14 years. Prevalence of smoking was about 2% among those with the lowest exposure to smoking in movies, steadily going up to almost 30% among those with highest exposure.

This study demonstrates, in a nationally representative US sample of young adolescents, that exposure to movie smoking has a strong association with smoking initiation and that the association holds within broad racial and ethnic categories and regardless of where the adolescent resides. It also suggests that, exposure to movie smoking is a primary independent risk factor, accounting for smoking initiation in more than one-third of US adolescents 10 to 14 years of age.

In light of the recent unfortunate comments made by the Union Health Minister Ghulam Nabi Azad that smoking in movies has little effect on children, these studies provide definite proof that exposure to smoking in films does impact the youth and influence them to initiate smoking.

In another longitudinal, random-digit-dial telephone survey of 6522 US adolescents, conducted by the American Academy of Pediatrics, current smoking status and movie exposure was assessed 4 times over 24 months. The adolescents surveyed were asked whether they had seen any recently released movies, in which smoking by major characters was identified, along with the type of portrayal. The portrayal was divided into negative, positive, and mixed/neutral categories.

By the 24-month follow-up survey, 15.9% of the baseline never-smokers had tried smoking. Within the sample of movies selected, 3848 major characters were identified, of whom 69% were male. Smokers represented 22.8% of 518 negative characters, 13.7% of 2486 positive characters, and 21.1% of 844 mixed/neutral characters.

The study clearly shows that smoking in movies and impacts adolescent smoking initiation – regardless of character type, which demonstrates the importance of limiting exposure to smoking as it is portrayed on screen. In fact, the study has also shown that negative character portrayals of smoking have stronger impact on low risk-taking adolescents; undercutting the often-repeated argument that smoking by villain in a film is ok.

“These are just some of the multitude of studies that have been, and are being conducted internationally that prove that depiction of smoking in films does have definite impact on the smoking behaviour of youth across geographies,” said Dr. P.C.Gupta, Director, Healis – Sekhsaria Institute for Public Health. “In light of such conclusive research reports, it is essential for the authorities to recognize the health risks that such exposure creates, and take necessary action to see to it that smoking in films is banned. The urban and semi-urban youth in India are either avid moviegoers or watch movies at home, and when they see their favourite stars on screen, whether hero or villain, they try and emulate this by beginning to smoke themselves. By curbing scenes which depict smoking in movies, a lot can be accomplished in preventing initiation smoking among youth” he added.

In India today, the movie-watching population – especially among adolescents – is in the millions, and since it is proven that any depiction of smoking on-screen has the ability to impact these young moviegoers and influence them to initiate smoking, the authorities need to take immediate steps to curb such on-screen depiction of smoking, and not pass such depictions in the name of ‘creative freedom, as is being done today.

Essilor India Pvt. Ltd, a subsidiary of Essilor International has recently launched VARILUX INDIA, a revolutionary eyewear for the 40 plus age group. Designed and engineered specifically for Indian eyes, Varilux India comes in a complete range of materials and options. These spectacle lenses have been created after extensive research on Indian facial and optical requirements. Essilor’s patented precise calculations and processing system ensure a customised fit for the Indian eye.

To recognize the rich cultural heritage of India a brand identification symbol has been engraved on the Varilux lens as a mark of respect to the people of this country. Essilor has been in India for more than a decade and has understood the specific spectacle needs of Indians. Essilor setup an R&D centre in Singapore to cater to the needs of the region’s spectacle users and devise solutions to meet these needs.

 Committed to stay at the forefront of innovation to provide perfect vision to spectacle users, there are 2 distinct advantages that Essilor enjoys in fulfilling its mission:

o       It’s in depth understanding of user characteristics: Eye Anatomy, Facial Anatomy, and Ergonomics.

o       And secondly its patented 360 design and digital surfacing optimization.

This unique combination, together with our close partnership with regional institutions and eye care professionals enables Essilor to offer Indian spectacle users a new range of customised lenses.

The user benefits could be summed up as follows:

• 30% improved contrast and sharpness
  
• Improved comfort in accessing near vision
  
• 30% wider field of vision
  
• Additional benefits according to various Varilux designs
  

• Quick adaptation
  
• Overall satisfaction in daily activities and whatever the distance