Ogilvy Kolkata creates ITC's Kwiknic campaign!

ITC has rolled out a new campaign to promote KwikNic, a nicotine based chewing gum for tobacco users. Conceptualised by O&M, Kolkata, the campaign targets chewing tobacco users in a humourous way. A set of three films have been produced to give rise to the “KwikNic chabao, theek se batao” series.

The films revolve around the chaos caused by incoherent speech - a problem faced by people who have tambaku stuffed in their mouth. The first film of the campaign is set inside a hospital, where a man gets into all sorts of trouble owing to the tambaku in his mouth. The second showcases the confusion caused by a tambaku chewing groom at his Nikaah. While the third takes viewers deep into a jungle, to showcase the dangers of chewing tambaku.

Sumanto Chattopadhyay, ECD South Asia, Ogilvy & Mather: Whereas serious, fear-inducing advertising may raise consumers' hackles, humour can gently slide through his defences and hit home. The laugh-out-loud commercials for Kwiknic are designed to do just that.

Navin Talreja – President & Geography Head - Mumbai & Kolkata, Ogilvy & Mather: Our biggest challenge was to bring about a behavioural change in a category where habits are very strong but attention towards communication is low.  An interesting insight about the tobacco chewer’s mouth being full even in key situations led to the idea of “Theek se batao”. This not only resonates well with him but his friends and family as well.

From the brand’s perspective, Jayant Awasthi, General Manager, ITC: In addition to the humour which drives home the freedom from chewing tobacco message, the ad also educates the user on how to consume the product correctly.