Top Story

e4m_logo.png

Home >> Advertising >> Article

New Nicotex ad takes empathetic route to make smokers quit the habit

18-October-2016
Font Size   16
Share
New Nicotex ad takes empathetic route to make smokers quit the habit

Cipla Health has recently launched a new TVC for their brand Nicotex, a Nicotine Replacement Therapy category in India.

Conceptualised by Soho Square, Mumbai, the new TVC, titled 'Friends', shows a college re-union where two friends are reminiscing about the times gone by. The ad then goes on to highlight the struggle one goes through while trying to quit smoking.

Himava Nath, Head of Marketing, Cipla Health, said, “We as a brand want to try and understand challenges that the consumer goes through every day and address them. Hence we try to come from real life insights and showcase real situations related to all aspects of a typical smoker's life.”

Anuraag Khandelwal, Executive Creative Director and Creative Head, Soho Square, Mumbai, said, “We wanted a fresh approach to the issue of quitting smoking. Rather than showing the typical negative effects of smoking, which every smoker is aware of, the brief was to empathise with the smoker and the struggle he goes through in his journey to quit smoking. And that is what we have attempted with this piece of creative. It shows the human struggle and gives out a clear, sharp message.”

The film, which is on air, will be followed up later on multi-media vehicles.

Credits:

Creative Team:

Anuraag Khandelwal - Executive Creative Director and Creative Head

Sanjay Ujawane - Creative Director

Ankur Jain - Creative Director

Prashant Kandalkar - Creative Controller

Tiyasha Ray - Creative Supervisor

Pawan Pandey - Copy Supervisor

Account Management Team:

Mohit Ahuja - Senior Vice President

Arkin Diniz - Account Director

Nisha Dias - Account Supervisor

Planning Team:

Shashank Lanjekar - Senior Vice President

Production House: Superfly Films

Kopal Naithani - Director

Ranadeep Oberoi - Associate Producer

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve