Nicotex, known for smoking cessation therapy, has unveiled its new campaign ‘We Believe You Can’. Based on insights from true stories of people who have quit smoking, the campaign, for the first time, positions the brand as a friend and a consistent partner during the whole journey of quitting cigarettes through real-life situations of struggles with controlling the urge, lack of confidence and will power.
This campaign marks a shift in the brand’s focus to a more people-centric narrative where it recognises the struggles of those who are trying to quit smoking across every stage of the entire process. It approaches quitting cigarettes as a journey and not the ultimate step.
A television commercial has been developed as part of the campaign, which shows different individuals undergo a personal struggle to quit smoking and their eventual will power to not give in to the urge, with Nicotex as their companion in fighting this battle. The TVC conveys that despite faltering, one cannot give in if he or she wishes to eventually give up smoking.
The eponymous message of the campaign ‘We Believe You Can’ is targeted at every person who either wants to quit smoking or is already in the process and conveys that people on the path of quitting should carry a little belief along, Though it won't happen in a day, it will eventually happen one day.
In addition to the TV commercial, this campaign will leverage multiple digital mediums to amplify communication. Also, in alignment with the ethos of the campaign, the new Nicotex website has been re-designed to provide a full-fledged support framework for people trying to quit smoking or concerned family and friends. It ranges from counselling information to educational material and real-life stories specially curated for people at every stage of quitting with a fully functional chatbot that helps plan the process. The website is interactive and designed to engage with people to help them make an informed decision about quitting cigarettes.
Shivam Puri, Chief Executive Officer, Cipla Health Ltd., says, “At Cipla Health, we pride ourselves with bringing a portfolio of products to market each of which makes a real difference to consumers. Tobacco consumption contributes to over 54% of non-communicable disease related death today. Nicotex, our smoking cessation product, has been improving the lives of people by helping them quit smoking for more than 11 years. Based on the proven principle of Nicotine Replacement Therapy, the product is available in three different formats, gums, patches and lozenges. It was built on the vision of making India smoking-free and today is proud to be the country’s No. 1 doctor prescribed brand. Our new campaign is an attempt to reassure people that the struggle and faltering attempts are understandable and part of a journey that eventually culminates in success. With this, we want to strike an emotional chord and reassure individuals that Nicotex is there to hand-hold them through the whole process of quitting cigarettes.”