Soho Square has bagged the creative duties for Nicotex, the smoking cessation gum brand from Cipla Health. There was no formal multi-agency pitch involved.
Himava Nath, head of marketing, Cipla Health, said, "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, said, "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, added, "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 to 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."
McCann Erickson handled the account prior.