In 2020, the world turned upside down.
Jobs were lost. Savings disappeared.
Hospitals felt farther away than ever.
For children living with Thalassemia Major, the pandemic didn’t pause their reality. Their need for blood transfusions remained — every 2 to 4 weeks, without fail.
So we turned something familiar upside down — quite literally.
If you’ve ever seen a blood transfusion, you’ll know this:
blood bags are always turned ‘ulta’.
That simple visual became the heart of the campaign.
An upside-down photograph wasn’t just a social media trend.
It was a reminder of how Thalassemia Major patients survive — quietly, repeatedly, and without choice.
And during the lockdown, survival had become even harder.
On 8th May 2020, World Thalassemia Day, The Wishing Factory launched the #UltaHokeThalassemiaRoke challenge.
The message was direct and urgent.
While blood itself is provided free, patients still need up to ₹5,000 every month for medicines, tests, travel, and other critical expenses. Many families had lost their income during the lockdown and could no longer afford the next transfusion cycle.
This campaign wasn’t about awareness alone.
It was about keeping transfusions going.
People were invited to post their ‘ulta’ picture, explain why it was upside down, and challenge three others to do the same.
Each post carried the same call to action:
Donate. Share. Keep someone alive.
To multiply the impact, Zydus Healthcare Ltd. came on board to match donations, helping stretch every contribution further.
The collective goal was clear:
To support 100 Thalassemia patients’ transfusions for six months, at a time when help was needed the most.
Within days, #UltaHokeThalassemiaRoke saw 1,500+ posts on Instagram, with people across the country turning their screens upside down to support Thalassemia patients during the lockdown.
What made the movement powerful wasn’t just the numbers, it was the intent behind every post. Each ‘ulta’ picture carried the same message: transfusions cannot wait, even when the world slows down.
Actors, creators, and supporters came together, willingly going ‘ulta’ to keep others standing strong.
Their participation helped the campaign travel faster, reach wider audiences, and turn a difficult ask into something people felt compelled to act on.
Because sometimes, seeing someone you recognize do something unusual is enough to make you stop scrolling — and start caring.#UltaHokeThalassemiaRoke captured a moment when the world felt uncertain and heavy.
It reminded people that while everything else could pause, lifesaving care cannot.
By turning photos upside down, the campaign helped turn attention back to those who needed it most — and ensured that transfusions continued, even when times were tough.
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