Nicotex to smokers: choose life over cigarettes

MUMBAI: Cipla Health owned teeth whitening brand ‘Nicotex’ is running a 12-week therapy programme using Nicotex to help users get back to life without dependence on nicotine. To converse the communication, company associated with Kinetic India to activate audiences on the move. The campaign was executed in Mumbai and Bangalore for period of 13 days.

For the launch, the objective was to increase awareness of the newly launched variant and to make users mindful of additional benefit of Teeth whitening along with helping users to quit smoking. With help of Kinetic Academy - proprietary suite of tool, we understood the consumer lifestyle and pattern flow which further directed us to the strategy of ensuring desired Impact. Since we had to outshout we considered taking large format Billboards placed on key arterial roads and junctions. This acted as catalyst to the entire visual creative of the brand. To further enhance the communication we did an LED innovation on billboard highlighting the features of the product at key congregation points.

Commenting on the campaign, Cipla Health head marketing Himava Nath said, “Nicotex enjoys high awareness amongst 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.”

Adding on above, Kinetic west business head Yusuf Merchant 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 touchpoints.”

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