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Nicotex empathises with smokers

Conceptualised by Soho Square, the new TVC highlights the struggle of people when they try to quit smoking

BestMediaInfo Bureau | Mumbai | October 19, 2016

Nicotex Clicl on the Image to watch the TVC.

Cipla Health launched a new television commercial conceptualised by Soho Square for its brand Nicotex, a leading nicotine replacement therapy method in India.

The new TVC, titled 'Friends', is set in a college re-union. It shows two friends reminiscing about the times gone by and highlights one's struggle when on the path to quit smoking.

Himava Nath Himava Nath

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 Anuraag Khandelwal

Commenting on the idea of the campaign, 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 campaign starts with two friends sitting on the terrace of a college at a re-union party where they were recollecting memories. One friend tells the other that they learnt smoking on the same terrace and now he can’t quit. His daughter has also started pointing out the bad habit. The other friend gives him Nicotex tablets and assures that it helped him quit cigarettes.

The film is on air and will be followed up later on multi-media vehicles.

The TVC:



Advertising Agency: Soho Square Advertising & Marketing Communications

Head of Office: Samrat Bedi

Executive Creative Director and Creative Head: Anuraag Khandelwal

Creative Director: Sanjay Ujawane

Creative Director: Ankur Jain

Creative Controller: Prashant Kandalkar

Creative Supervisor: Tiyasha Ray

Copy Supervisor: Pawan Pandey

Senior Vice-President (Accounts): Mohit Ahuja

Account Director: Arkin Diniz

Account Supervisor: Nisha Dias

Senior Vice-President (Planning): Shashank Lanjekar

Production House: Superfly Films

Director: Kopal Naithani

Associate Producer: Ranadeep Oberoi


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