Bureau, New Delhi
Cipla Health Ltd, a leading name in the healthcare space launched a Teeth whitening variant of the brand ‘Nicotex'. Nicotex is a nicotine gum that helps you quit smoking using the principle of Nicotine Replacement Therapy (NRT). A 12-week therapy programme using Nicotex will help users get back to life without dependence on nicotine. To converse the communication, company associated with Kinetic India, a global leader in contextually connecting and activating audiences on the move to convince smokers to choose life over Cigarettes. 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, the agency team understood the consumer lifestyle and pattern flow which further directed them to the strategy of ensuring desired Impact. Since the aim was to shoutout, large format Billboards were placed on key arterial roads and junctions. This acted as catalyst to the entire visual creative of the brand. To further enhance the communication, an LED innovation on billboard highlighting the features of the product at key congregation points was developed. The innovation has been fabricated by Sakshi Advertising.
Commenting on the campaign, Himava Nath - Head Marketing, Cipla Health Ltd 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, Yusuf Merchant, West Business Head, Kinetic 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."