Mumbai: Cipla Health Ltd. has just launched a new TVC for their brand Nicotex, which is the leader in the Nicotine Replacement Therapy category in India.
Conceptualised by Soho Square, Mumbai, the new TVC, titled ‘Friends’, is set in a college re-union. It shows two friends reminiscing about the times gone by and highlights one’s struggle when on the path to quit smoking.
HimavaNath, Head of Marketing, Cipla Health: We as a brand want to try and understand challenges that the consumer goes through every day and address them. Hence we try to come from real life insights and showcase real situations related to all aspects of a typical smoker’s life.
Anuraag Khandelwal, Executive Creative Director and Creative Head, Soho Square, Mumbai, echoes this sentiment: We wanted a fresh approach to the issue of quitting smoking. Rather than showing the typical negative effects of smoking, which every smoker is aware of, the brief was to empathise with the smoker and the struggle he goes through in his journey to quit smoking. And that is what we have attempted with this piece of creative. It shows the human struggle and gives out a clear, sharp message.
The film will be on air this festive season and will be followed up later on multi-media vehicles.