Roche Diagnostics, pioneer in the development of blood glucose monitoring systems and a global leader for comprehensive diabetes management systems and services announced the launch of a consumer awareness advertisement for the company's largest selling Accu-Chek Active brand. The communication is designed to focus on creating awareness about the importance of regular monitoring through its core message - 'check regularly, live peacefully'. The advertisement has Accu-Chek brand ambassador and Ace cricketer Wasim Akram educating the mass on regular monitoring.

With the increase in era of consumerism and changing lifestyles, people are increasingly becoming prone to lifestyle diseases such as high blood pressure, diseases related to the heart and others. Diabetes being one of them, ranks as one of the most killer diseases in the world alongside AIDS and cancer. Understanding the need to address to this critical situation, the company through this campaign aims to educate people suffering from diabetes on the importance of regular monitoring and take this as a regular practice. The communication message focuses on the need to check blood glucose levels regularly so as to avoid long-term complications arising out of uncontrolled high blood sugar levels, which could damage vital organs such as eyes, heart and kidneys.

Sanjay Gupta, head of Roche Diabetes Care - India & Neighbouring Markets said, "Roche being world leaders in diabetes care, has always committed itself to diabetes education and awareness initiatives. Our products and services help the diabetes patients live life the way they want. In line with our commitment, we are releasing this communication to spread awareness and understanding on relevance of regular blood glucose monitoring."