ITC has released a campaign for its recently launched nicotine-based chewing gum Kwiknic. The campaign conceptualised by Ogilvy & Mather comprises of three TVCs, two of which are on air currently.
The films depict humorous situations arising from miscommunication, caused by people speaking incoherently while chewing tobacco.
One of the films is set in a hospital. A man paces up and down outside the operation theatre. As the doctor steps out of it, the man awaits feedback with his hands clasped and mouth full, chewing tobacco. The doctor replies that by God’s grace, his father is okay. As he looks up to thank God, he is joined by concerned family members. His sister asks him about their father’s condition. The man, still chewing tobacco, says incoherently: “Bhagwan ki daya se...” (by God’s grace). Hearing only the first part of the sentence clearly, they assume that he meant, “Bhagwaan ko pyaare ho gaye” (He has passed away). The family members begin howling and start mourning his death, even as one of them pulls out a stamp pad to take the thumb impression of his father on a sheet of paper. Even as the pan-chewing son tries to explain what has happened, the bandaged father zips in on a wheelchair and kicks him from behind. While he complains to his father about what the rest of them are saying, the older man hands him a pack of Kwiknic and says, “Kwiknic chabao, theek se batao.” (Chew Kwiknic, Speak correctly). A voice over introduces tasty Kwiknic chewing gum as the new way to stop chewing tobacco. The ad ends explaining the right way to consume the product.
On similar lines, a TVC titled ‘Nikaah’ features a bridegroom unable to mouth his marriage vows during the ceremony, as he is chewing tobacco. As those around assume from his gesticulations that he’s not agreeable to the marriage, his friend mouths them on his behalf. The rest of them, including the man conducting the ceremony consider him to be the bridegroom, much to the horror of the bride who faints.
The third TVC set in a forest is yet to go on air.
Sumanto Chattopadhyay, ECD, Ogilvy & Mather, said, “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 and geography head (Mumbai and Kolkata), Ogilvy & Mather, said, “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.”
Jayant Awasthi, GM, ITC, explained, “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.”
Client ITC (KwikNic)
Creative agency Ogilvy & Mather
Executive Creative Director: Sumanto Chattopadhyay
President (Mumbai and Kolkata): NavinTalreja
Creative Directors: Sujoy Roy, Sukhendu Mukherjee
Vice President: Mudassar Hossain
Copywriter: Arnab Manna, Madhura Chakravarty
Art Directors: Siddhartha Sankar Ray, Sreejita Chakraborty
Sr. Planning Director :Jit Lahiri
Account Director: Kaushik Das
Account Supervisor: Pracheta Mazumdar