Rusan Pharma Ltd.,a leading global pharmaceutical company behind the 2baconil nicotine patch, launched their latest marketing campaign #MyWill2baconil in association with Kings XI Punjab. With the help of cricket legends, the brand intends to spread awareness about the product and help people quit tobacco.
The TVC’s feature leading national & international players of Kings XI Punjab including Virendra Sehwag, WriddhimanSaha, HashimAmla, Martin Guptill, Axar Patel and Ishant Sharma. One of them shows Sehwag giving Hindi lessons to Guptill about the ill effects of smoking and how taking a break doesn’t necessitate a smoke break.
The digital campaign has players urging people to nominate their closed ones to quit tobacco.On ground, they have felicitated people from Bengaluru, Kolkata, Hyderabad and Mohali who havesuccessfully quit tobacco with the help of 2baconil.
“Sports people represent a certain attitude towards life. They’re determined and have will-power to achieve their goals or give their best performances. We took inspiration from “Will Power” and build our campaign #MyWill2baconil. The players of Kings XI Punjab became the advocates across the platforms to communicate how, with willpower and the brand’s help, one can quit smoking,”says DheerajKummar, Partner & Chief of Ideas, Fipple Flute Kommunication LLP.
Associate Creative Director Copy, AshwitaHosbettu, Webmaffia says that the brand is helping many to kick the cigarette butt.“With real time conversations surrounding the IPL matches, to interactive conversations around the brand, we're engaging with our audience through interest based communication on different digital platforms. We intend to build on this interactive information sharing through engaging content. Currently, we’re live with the #MyWill2baconil Challenge that urges smokers to give up smoking with the support of friends, family and most importantly, 2baconil,” hesays.
Commenting on the new campaign, MalavikaKauraSaxena, Business Head, Rusan HealthCare, says “The association with KXIP, was a perfect opportunity to talk about the cause of anti-tobacco and encourage people to take up a healthier life. '2baconilTM is a very new form of drug-delivery in India, which is 24 hour transdermal patches. With this platform, we are able to reachmore consumers and create awareness that with 2baconilTM a solution is available if you want to quit. Being specialists in the field of de-addiction we know the importance of a person’s will and support to quit a habit such as tobacco. Thus, ‘My Will 2baconil’ showcases the perfect balance of self-motivation & therapy."
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