Cipla Health brand Nicotex has launched a new TV advertisement for its smoking cessation chewing gum, highlighting the right dosage and the right usage of the brand to effectively reduce or quit smoking.
The TVC delves into the mindset of a smoker who seeks advice from a friend who has now quit smoking with the help of Nicotex gums.
Commenting on the launch, Anshul Mishra, Category Director, Cipla Health Ltd. said, “We as a brand understand the psychology of a smoker, the constant struggles and endless attempts to quit smoking. A lot of smokers trust Nicotex to be their companion in this difficult journey to quit smoking. Our approach in this piece of creative has been very sharp and positive. We aim to educate our consumers and highlight the importance of using the right dosage of Nicotex and following the correct chewing technique, which will help them cope up with their struggle.’’
The advertisement was conceptualised and created by Soho Square, a Mumbai-based advertising firm, with the intention of driving education among the consumers to start their journey to quit smoking with the correct dosage and consumption of Nicotex.
“Quitting smoking is tough and disheartening for the smoker each time he fails at quitting. Many a time consumers take the first step of trying Nicotex to quit, but due to incorrect consumption lapse in their effort. Any product consumed correctly gives the best results, true for Nicotex as well. Thus the purpose of this communication was to educate consumers to get the best result from their efforts, purposefully kept simple,” said Anuraag Khandelwal, ECD and Creative Head, Soho Square.
Agency: Soho Square, Mumbai
Chairman and Chief Creative Officer: Sumanto Chattopadhyay
Executive Creative Director & Creative Head: Anuraag Khandelwal
Sr. Creative Director: Ankur Jain
Creative Director: Sanjay Ujawane
Creative Controller: Tiyasha Ray
Associate Creative Director: Prashant Kandalkar
Chief Executive Officer: VS Srikanth
Head of Office: Samrat Bedi
Production House: Kavit Films
Director and Producer: Kavit Mody