Rusan Pharma Ltd. a leading global pharmaceutical company specializing in opioid de-addiction, critical and acute pain management, anti-tuberculosis and psychotropic drugs has recently launched their latest marketing campaign #MyWill2baconil in association with Kings XI Punjab. The TVC features leading national & international players of Kings XI Punjab including Virendra Sehwag, Wriddhiman Saha, Hashim Amla, Martin Guptil, Axar Patel and Ishant Sharma. The main motive of the campaign is to help spread awareness about the product and help people quit tobacco.
The marketing campaign involves a candid video wherein Virendar Sehwag is taking Hindi class of Martin Guptil, a digital nomination campaign, felicitation to people who have successfully quit smoking on ground along with a TVC. The #Hindiclass candid video showcases players discussing about taking a break, where in Sehwag steps in and mentions how taking a break isn’t necessarily about taking a smoke break. It has an intrigue value that eventually leads up to the real message.
In the TVC, cricket players including Virendra Sehwag, Wriddhiman Saha, Hashim Amla, Martin Guptil, Axar Patel and Ishant Sharma are interestingly connecting cricket with the health issues caused by tobacco. The digital campaign had players urging people to nominate their closed ones to quit tobacco. The campaign has garnered tremendous response from their social media audience.
On ground, they have felicitated people who have been successful in quitting tobacco by the use of 2baconil from cities including Bengaluru, Kolkata, Hyderabad and Mohali.
“Sports people represent a certain attitude towards life. It’s about determination and will power to achieve their goals or give their best performances. Out of their many such qualities, we took “Will Power” and build our campaign #MyWill2baconil. The players of Kings XI Punjab became the advocates across the platforms to communicate how, with Will Power and the brand’s help one can quit smoking.”says Dheeraj Kummar, Partner & Chief of Ideas, Fipple Flute Kommunication LLP, Mumbai.
“It is all about the will, and our strategy is to leverage on the spirit of life and the game of cricket through the association with King’s XI Punjab. With real time conversations surrounding the IPL matches, to interactive conversations around the brand, we’re engaging with our audience through interest based communication on different digital platforms. We intend to build on this interactive-information-sharing through engaging content. Currently, we’re live with the #MyWill2baconil Challenge that urges smokers to give up smoking with the support of friends, family and most importantly, 2baconil. For those who’ve always wanted to quit smoking, here is a brand that offers complete support! We say, go for it, put that will to test!” says Associate Creative Director – Copy Ashwita Hosbettu, Webmaffia, Mumbai.
Commenting on the new campaign, Malavika Kaura Saxena, Business Head, Rusan HealthCare, Says “Through a sport like cricket, we saw an interesting blend of discipline and healthy living for a product like ours. The association with KXIP, was a perfect opportunity to talk about the cause of anti-tobacco and encourage people to take up a healthier life. ‘2baconilTM is a very new form of drug-delivery in India, which are 24 hour transdermal patches. Thus, with a platform such as this, we are being able to reach out to many more and create awareness, that with 2baconilTM a solution is available if you want to quit. The campaign has been unfolded with a series of activities starting from building digital content, followed by main line advertising. We wanted to build content to encourage and motivate people, thus the team players nominated their friends & family to quit. We also, felicitated people who have already quit using 2baconilTM to help spread the word and honour their effort. Being specialists in the field of de-addiction we know the importance of a person’s will and support to quit a habit such as tobacco. Thus, ‘My Will 2baconil’ showcases the perfect balance of self-motivation & therapy.”