Chew Gum, Kick Butt | Outlook Business
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Ad Break

Chew gum, kick butt
KwikNic's latest TVC is about a battle of Wills

Shruti Karthikeyan

A chewing gum to kick the butt? Sure, lets give it everything we have. An extremely hard habit to kick, quitting cigarettes may just get easier with KwikNic, a nicotine gum introduced by ITC. The current KwikNic campaign uses extremely relatable, everyday situations to educate the smoker about the nicotine gum alternative.

A source from ITC says, “This campaign, through three separate TVCs, focuses on creating awareness about the efficacy of the product, correct method of consumption and the duration of consumption. Each TVC in this campaign has been created to address a specific consumer problem. A lot of consumers try the product, but fail to complete the recommended course.”

The underlying message in each film is with self-will, a little patience and KwikNic as a companion, quitting tobacco should be easy. “We expect increased trials for KwikNic nicotine gums among tobacco consumers and enhanced adoption of recommended course of nicotine gum towards tobacco consumption reduction,” adds the source.

Sumanto Chattopadhyay, executive creative director, South Asia, Ogilvy & Mather, says, “Initially, we had come up with a launch campaign for KwikNic, and that helped to create awareness about the product. Now, we are trying to educate people about the nicotine gum. In a simple, yet effective manner, we have used everyday conversations to communicate to  consumers about KwikNic. While some are aware of the product, it is about using the nicotine gum, the right way that helps.”

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