2baconil’s campaign ropes in Sameera Reddy, Neha Dhupia, and Chhavi Mittal

2baconil, a leading brand of Rusan Pharma Ltd. that offers nicotine replacement therapy, has collaborated with actors Sameera Reddy, Neha Dhupia and Chhavi Mittal to spread awareness against smoking. #TheyAreOnTheWorstSide highlights that 2baconil stands by those who wish to quit smoking. It is an unconventional approach that initiates a dialogue about family members being at risk when you smoke apart from affecting the smokers’ health. The campaign is live on Instagram and YouTube and the DVCs have been posted throughout the month.

The campaign is the brainchild of Zero Gravity Communications.

The three DVCs portray the actors delivering a message of how smoking is detrimental to not only smokers but also their loved ones, who are at risk themselves and face the repercussions of the smoker’s health deteriorating.

In a family, mothers are the support system concerned about the members' well-being. Since all three actors are mothers, the purpose of this collaboration was to tap into the popularity base of these mom influencers who would then resonate with the ethos of the campaign.

"All of us are aware of the adverse effects of smoking or chewing tobacco but few of us are able to help others who want to give up smoking with the right options. This campaign aims to acknowledge the emotions of our loved ones and how one's habits affect them. We have spread this message through like-minded public personalities who want to help create awareness and look out for our family and friends who are on the worst side of these habits," said Malavika Saxena, Director- Marketing, Rusan Pharma Ltd.

"Campaign was conceived to strike a conversation with smokers and position 2baconil as a companion in the journey as and when they decide to quit smoking. To integrate the idea of the campaign with its desired impact, we bring to the fore celebrity moms with a confident say in the cause. All three featured individuals hold true to the virtue of the campaign and its message" said Rajiv Sharma, Director, Zero Gravity Communications.

Founded in 2014, Zero Gravity communications is an award-winning full-service agency. The company's portfolio includes brands such as Goyal & Company, Jivraj9, Flamingo Health, Gopal Namkeen, MYBYK, etc.


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