New Nicotex ad takes empathetic route to make smokers quit the habit
Conceptualised by Soho Square, Mumbai, the ad is a refreshing change from what has been seen so far in the same category
Published - Oct 18, 2016 8:05 AM Updated: Oct 18, 2016 8:05 AM
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.
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
Shashank Lanjekar - Senior Vice President
Production House: Superfly Films
Kopal Naithani - Director
Ranadeep Oberoi - Associate ProducerFor more updates, be socially connected with us on
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