Using GIFs was key to drive home anti-smoking message: Sumanto Chattopadhyay

The World No Tobacco Day campaign for Sabka Dentist leveraged the ‘non-stop’ quality of GIFs, says Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications 

e4m by Noel Dsouza
Updated: Jun 4, 2019 8:41 AM
Sumanto

In this content-driven world, it’s hard to capture the consumer’s attention and raise awareness at the same time. Agencies have been trying to captivate the Gen Z consumer by leveraging from popular trends. 

Keeping this insight in mind, on this World No Tobacco Day that fell on May 31, 82.5 Communications and Sabka Dentist came together to create a clutter-breaking campaign with a unique set of animated GIFs.

Since Sabka Dentist talks about ‘strong teeth’, the objective was to send across the message that smoking spoils teeth in an innovative way. And to achieve this, a set of paradoxical GIFs was created. Online users were glued to this surreal animation that showed how smokers were also losing their teeth. 

Speaking about the ad campaign, Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications, said, “We have created some thought-provoking GIFs for Sabka Dentist on the occasion of World No Tobacco Day. Quirky and shareable, they're an apt way for the brand to communicate on social media.”
We, at exchange4media, spoke to Chattopadhyay, about how the agency conceptualized the Sabka Dentist campaign, the challenges and if going forward GIFs would turn out to be the key trend in advertising. 

The insight and brief of the campaign
Sabka Dentist is a chain of dental clinics, with an online presence, that aims to democratise dental treatment. Smoking is bad for your teeth and gums, this is what the brief stems from.  

The Creative Vision you had for this ad campaign
We wanted to use GIFs in a dramatic way to convey an apt message for World No Tobacco Day. Since GIFs work in a ‘non-stop’ loop, they have a relentless quality to them. We felt that this quality would be useful to drive home an anti-smoking message effectively.

Integration of this ad campaign 
These GIFs are specific to this particular occasion. However, we hope this is the start of a new Instagram campaign for Sabka Dentist.
 
Challenges while producing the campaign 
We had to turn these GIFs around really fast. That's the nature of occasion-led work, especially when it’s for the social media.  Our '82.5' approach allows us to turn the work around quickly and efficiently.
Will GIFs and short-form advertising be the key trend in advertising going forward?
We will be seeing a lot more of this sort of snappy new-age stuff.
 
Do you think GIFs can garner more CTR than a long-form ad film?
It's about how effectively you use a format. When you create something attention-grabbing in any format or duration, you get a higher CTR. 

The message you wanted the viewers to take away from the campaign
There's high awareness about smoking being harmful to the lungs. But the fact that it is bad for your gums and teeth as well is not really given much potency. That awareness is the desired take-out.

Check out the creative work here: 
https://www.facebook.com/SabkadentistIndia/videos/407925103132671/?t=0

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