Cipla Health partners with Soho Square for Nicotex

Soho Square, Mumbai has been roped in to handle the brand duties of Nicotex, Cipla Health’s smoking cessation gum. The win follows the account wins of Vasmol and Faber in January and February, respectively.

On awarding the business to Soho Square, Himava Nath, Head - Marketing, Cipla Health, said, “Nicotex, the No. 1 doctor recommended brand in India, is the leading brand in smoking cessation. We have got significant growth for the brand, but we have only scratched the surface. Research shows that India is home to 12 per cent of the world’s smokers, we feel Soho can help us unlock the true potential of the brand and achieve our vision of a smoking free India.”

Samrat Bedi, Head of Office, Soho Square, Mumbai, added here, “Cipla Health is a big brand and we are glad that they have given us this opportunity. Nicotex is the market leader in the category, and Soho has been entrusted with strengthening this position. Cipla Health chose us having noticed the value we bring to the existing brands we handle… Of course, this is a very big win.”

Shashank Lanjekar, Senior VP – Strategic Planning, Soho Square, Mumbai, said, “Nicotex is a challenging brand on two counts. Firstly, it operates in that rare category where prospects will stop buying the product forever after about 12-15 weeks if they use it correctly. Secondly, it’s an assignment of classic behaviour change albeit with a difference. Here, it’s addiction we are addressing. And that’s as difficult as it gets. So yes, we are very excited to get started.”

Cipla Health (a newly formed subsidiary of Cipla), with a vision to improve the lives of Indian consumers, plans to position itself as a trusted consumer healthcare brand by providing innovative, consumer friendly products.

Soho Square currently works with a number of brands, including Tata Motors, Yes Bank, H&R Johnson and Bisleri. The agency has recently been in the news for the launch of Bisleri’s soft-drinks range and Franklin Templeton’s ‘Good EMI’ campaign promoting SIPs.