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Nicotex encourages smokers to choose life over cigarettes

In a campaign executed by Kinetic India, Cipla Health goes out-of-home to promote its teeth whitening variant for those who want to quit smoking

BestMediaInfo Bureau | Mumbai | August 22, 2016


Cipla Health, one of the leading names in the healthcare space, launched a teeth whitening variant of the brand ‘Nicotex’.

Nicotex is a nicotine gum that helps one quit smoking using the principle of Nicotine Replacement Therapy (NRT). A 12-week therapy programme using Nicotex will help users get back to life without dependence on nicotine.

The company associated with Kinetic India, a global leader in contextually connecting and activating audience on the move, to launch a campaign that executed in Mumbai and Bangalore for 13 days.

The objective was to promote the newly launched variant and help users quit smoking. It explained the benefits of teeth whitening. With help of Kinetic Academy, the agency understood the consumer lifestyle and pattern flow to make their strategy and achieve the desired impact.

They placed large format billboards on key arterial roads and junctions to make the maximum impact. This acted as catalyst to the entire visual creative of the brand. To enhance the communication, an LED billboard highlighted the features of the product at key congregation points.

Himava Nath Himava Nath

Himava Nath, Head Marketing, Cipla Health, said, “Nicotex enjoys high awareness among smokers. Nicotex teeth whitening is an innovative product launched to address the need of smokers. This variant not only helps consumer quit smoking but also provides an additional benefit of teeth whitening. Outdoor being a visual medium fit the bill perfectly to communicate the additional benefit of teeth whitening.”

Yusuf Merchant Yusuf Merchant

Yusuf Merchant, West Business Head, Kinetic, said, “Associating with Cipla is a prestige. It’s rare to see this category advertising in out-of-home and we have successfully demonstrated the product through simple innovations at strategic consumer-centric touch points.”

The campaign asks people to choose life over cigarettes.



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