Cipla Nicotex - Quit Smoking OOH campaign
To enhance the communication, the brand did an LED innovation on billboard highlighting the features of the product at key congregation points
Cipla Health Ltd, a leading name in the healthcare space has recently 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 drive the communication, the brand associated with Kinetic India, for connecting and activating audiences on the move. The campaign was executed in Mumbai and Bangalore for period of 13 days.
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.”
With help of Kinetic Academy - proprietary suite of tool, they understood the consumer lifestyle and pattern flow which further directed them to the strategy of ensuring desired impact. Since they had to outshout they 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 they did an LED innovation on billboard highlighting the features of the product at key congregation points.
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 touch points.”