Conceptualised by Soho Square, the new TVC highlights the struggle of people when they try to quit smoking
BestMediaInfo Bureau | Mumbai | October 19, 2016
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, Head of Marketing, Cipla Health, said, âWe 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.â
Commenting on the idea of the campaign, Anuraag Khandelwal, Executive Creative Director and Creative Head, Soho Square, Mumbai, said, âWe 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.â
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 canât 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.
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