2baconil launches #ReplaceItWithLove campaign urging smokers to quit smoking

The campaign film was made using the trending vertical video short story format on Facebook to send out a strong message to quit cigarettes this World Heart week

e4m by exchange4media Staff
Updated: Dec 2, 2019 3:05 PM

Rusan Pharma Ltd. a fully integrated global pharmaceutical company specializing in the treatment of 'Addiction’ has launched its new campaign #ReplaceItWithLove for product 2baconil. The campaign wants to leverage the occasion to push out a strong message to their users and their loved ones, in order to help them quit smoking and educate them on the ill effects of smoking, has on the heart.  

The objective of the campaign is to send a strong message to get smokers to quit cigarettes with the help of their Transdermal Nicotine Patches called 2baconil. Making use of the trending vertical video short story format on Facebook, created a campaign film showcasing 2 young kids who are on a mission to replace cigarettes with 2baconil. 

Link to the video here: https://www.facebook.com/watch/?v=2445873088827324

Speaking about the campaign Malavika Kaura Saxena, Director, Domestic Marketing, Rusan Pharma Ltd. shared, “At 2baconil, the brand has always believed in creating a positive communication with the users and encouraged them to give up their habit of tobacco. When it comes to quitting, support from loved ones plays a pivotal role. #ReplaceItWithLove is one of our campaigns to reach out to those who want to help their friends and family quit smoking.” 

Speaking with Chaaya Baradhwaaj, founder of BC Web Wise said, "2baconil, being a product we personally believe in and trust the intentions of, we were keen to send a strong call out that got users to quit cigarettes this World Heart Week. What better way than to send out a message that encourages loved ones to secretly replace the pack of smokes of their family members and friends, with a pack of 2baconil." 

The interesting part is that when the film was first posted on Facebook and the brand engaged with the users to get creative and share ideas on how they would replace a pack of smokes with a pack of 2baconil. Soon after the post went live, fans poured in with creative comments about how they would help their friends and loved ones. 

The brand took this campaign a notch ahead by making a follow-up video in tandem with one of the fan’s comments. “ReplaceItWithLove” proved to strike a chord within the audience. The campaign successfully seeded the thought that if anyone was looking for a way to get their loved ones to quit cigarettes, all they have to do is #ReplaceItWithLove

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