Nicotex – a market leading Nicotine Replacement Therapy (NRT) brand existed in the market as a prescription product. Cipla was launching Nicotex – as an OTC product in India. The objective was to explode the market, and make Nicotex the “Go-to” brand whenever a person thinks of quitting smoking.
Scale & Location
Location/Platform: On air QuitOmeter, sampling (ground attendance 1 mn+), transforming no smoking signages with branding.200+ content pieces created on air and online each bringing out a new facet. Surround content created via Red FM, NewsX, movement website, app and native platforms Fans positively impacted: Quality of fan responses demonstrate impact. Twitter – Hrithik Roshan, Vijender tweet organically Native content
Solution
We made quitting smoking social with the #UQuitIQuit movement wherein a loved one joined in the quitting journey. Nicotex came onboard the ISL, as Quit Smoking Partner; Nicotex signed up 8 celebrities to represent each of the ISL teams driving a social competition. This was supported by a social influencer outreach, website, mobile app, radio and news channel tie-up to create branded content
Results:
72,000+ social conversation around #UQuitIQuit during ISL1500+ seconds of active integration across various league assets100+ videos created with the 8 Ambassadors for social media Nicotex sales up by 2.0X across marketsTOM Awareness: 60%, total awareness at 80%+33% name Nicotex Most Used Brand‘Quit-O-Meter’ – shown during LIVE matches to keep tab on number of conversations on ‘Quit Smoking’
Insights:
Paradox: Smoking is social but quitting is always lonely.Challenge: Make quitting social.To make India smoking-free, Nicotex from Cipla launched the #UQuitIQuit movement. This made the loved one, part of the smoker’s quitting journey. Driving brand sales & buzz through #UQuitIQuit was our communication goal.
