‘While smoking is a social activity, quitting is a lonely and difficult journey.’

The process of quitting needs constant support and intervention. It requires dollops of willpower and inspiration to successfully accomplish the goal. While friends and family ‘promise’ support, the reality is different.

‘Only an Ex-Smoker knows what a Smoker goes through while quitting.’

A ‘reformed’ Smoker understands the trials and tribulation of quitting and is best suited to be a guide and a mentor.

So, the “I Can, You Can” initiative was launched to address these two insights. Nicotex brought ‘Ex Smokers’ and current smokers together to help and support each other on the journey of giving up smoking.

To give wings to this idea, we got them to go together up a very strenuous path, climbing Mount Everest

We brought their journey to life by creating the first of its kind branded adventure reality show.

The campaign began with a call for entry registration drive among smokers who were willing to take on the journey of quitting by sharing their personal stories of their struggle to quit.

Out of thousands of applications received, 6 participants were selected to take up the challenge whose experiences were relatable to the masses and matched well with the trigger point.

To ensure a broad and targeted reach the show was simulcast on prime-time television (National Geographic Channel) and on a Video-On-Demand platform (Viu).

We collaborated with BBC as the production partners, and India’s largest broadcast networks like Star, Viacom & Zee to promote the show.

To maximize viewership, we promoted it through Print, Radio, PR and influencers across multiple social media platforms.

We associated with content publishers like ScoopWhoop, StoryPick, The Quint and The Logical Indian to cover various aspects of the show amplifying reach.

- Nicotex’s consideration scores touched an all-time high with 87% smokers believing that Nicotex does indeed help in quitting smoking.

- During the campaign, the product usage grew by 44%.

- The show garnered more than 9 Million views on TV + Viu’s digital assets.

- The campaign created enormous buzz and engagement with more than 130K conversations around #ICanYouCan.

- The show was promoted via print to reach out to 1 million+ readers and 650K listeners through radio.

- By means of aggressive PR machinery, the show garnered tremendous PR coverage across 75+ media articles reaching out to more than 1.8 million readers.

- This was further amplified through our association with content publishers like ScoopWhoop, StoryPick, The Quint and The Logical Indian who covered various aspects of the show creating a tremendous multiplier impact for the initiative and the brand.