'Theek se batao' – with ITC's KwikNic

O&M Kolkata created three TVCs on the houmour platform to establish the efficacy of the nicotine based gum 

BestMediaInfo Bureau | Mumbai | January 29, 2014

ITC has just launched a campaign for their new product, KwikNic, which is a nicotine based chewing gum for tobacco users that the FMCG major has introduced. Ogilvy & Mather, Kolkata has conceptualised a humorous campaign named 'KwikNic chabao, theek se batao' to show the benefits of the product. The campaign includes three TVCs revolving around the chaos caused by incoherent speech.

Sumanto Chattopadhyay

Sumanto Chattopadhyay, Executive Creative Director, South Asia, Ogilvy & Mather, said, “Whereas serious, fear-inducing advertising may raise consumers' hackles, humour can gently slide through his defences and hit home. The laugh-out-loud commercials for KwikNic are designed to do just that.”

Jayant Awasthi, General Manager, ITC, added, “In addition to the humour which drives home the freedom from chewing tobacco message, the ad also educates the user on how to consume the product correctly.”

The first TVC shows a wedding Nikaah. When the Maulvi asks the groom if he accepts the marriage, he cannot reply as he is chewing tobacco. Since he cannot find a place to spit, he looks around left to right, further confusing everyone. His friend coaxes him to say yes thrice and in the confusion, the friend gets married to the bride! The situation could have been avoided if he had chosen to chew KwikNic instead. A similar confusion occurs in the other two TVCs which take place in a jungle and hospital, respectively.

Navin Talreja

Navin Talreja, President & Geography Head - Mumbai & Kolkata, Ogilvy & Mather, commented, “Our biggest challenge was to bring about a behavioural change in a category where habits are very strong but attention towards communication is low. An interesting insight about the tobacco chewer's mouth being full even in key situations led to the idea of 'Theek se batao'. This not only resonates well with him but his friends and family as well.”

Credits:

Client: ITC

Agency: Ogilvy Kolkata

ECD: Sumanto Chattopadhyay

President, Geography Head, Mumbai & Kolkata: Navin Talreja

Creative Directors: Sujoy Roy, Sukhendu Mukherjee

Vice-President: Mudassar Hossain

Copywriter: Arnab Manna, Madhura Chakravarty

Art Directors: Siddhartha Sankar Ray, Sreejita Chakraborty

Sr. Planning Director: Jit Lahiri

Account Director: Kaushik Das

Account Supervisor: Pracheta Mazumdar

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