Nicotex: Quit karona campaign

Milan Modi

Nicotex, a nicotine gum brand, launched a campaign in India to encourage smokers to quit smoking during the COVID-19 pandemic.

Campaign details

Brand: NicotexBrand owner: CiplaLead agency: Madison MediaCountry: IndiaIndustries: Non-prescription, OTC productsMedia channels: Content marketing, Livestreaming, Online display, Online video, Search marketing, Social mediaBudget: 0k

Executive Summary

Nicotex is a category leader. However since the category is niche, the TG is not easily identifiable on any media channels. Thorough market research, brand studies and multiple surveys amongst actual smokers across geos helped us gain an insight to multiple touchpoints in a smoker's life. A smoker's digital footprint was mapped to identify cohorts combined with strong martech...

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