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

e4m by exchange4media Staff
Updated: Oct 18, 2016 8:05 AM
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.


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

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