Quit India movement campaign a movement for a tobacco free India to make India tobaccofree2 Nicorette and The

Times Group joined hands to address the issue of smoking. A press campaign aptly called 'The Quit India Movement' was launched on Republic Day. It made significant progress in educating and supporting smokers in their efforts to get rid of the vice1. There website made a claim Quitting smoking alone might prove to be an uphill taskbut together we can. Log on to www.quitIndiamovement.com and take a pledge to make the nation smoke free and bring to life a movement that can free our nation from the shackles of tobacco. We owe it as much to ourselves as to our country2. The instant you take your pledge, whether the world continues its ignorant slumber, India will light one more fire of freedom. For a moment comes, but rarely in history, when you can quit or help another quit. Chalo, India! We owe it as much to ourselves as to our country2. It is predicted that by 2011, there will be more than 1 million Indians dying due to tobacco use*. Statistics also reveal that India is the second largest consumer of tobacco in the world.* This is alarming and needs an immediate plan of action.

All of us are equal children of India. This makes us equally responsible for bringing about a change in the tobacco habits of our friends and loved ones. Nicotine Replacement Therapy will help you battle your cravings successfully and will double your chances to quit smoking3. This is a rare moment in history, when you can quit or help another quit. Come, exercise your rights of participation to free India, and all Indians3. Only Indians can save Indians3. Lets attempt a final resolution to quit for the people we hold special in our hearts and try and help at least one other smoker to kick start a chain reaction of positive energy. Also spread our maxim by joining us on the Quit India facebook and twitter pages3. If you believe in the cause, be there and express yourself on the pledge wall and join the movement. Lets trash the ash together. You can also, participate in a number of happening contests there, and take home free goodies4.

1 |Page

Impact Quotient of the campaign The campaign focused on those above the age of 25 belonging to SEC A and B who are concerned about their health and have either tried to quit or want to give up smoking. Besides smokers, influencers such as friends and family are also being targeted. In the initial phase of the campaign, the marketing efforts have been designed such that they target urban smokers in the top 35 cities across the country 1. Two-phased campaign for the brand was developed. TV, radio, print and digital media, outdoor space with bus shelter branding in Mumbai, and through radio cab and metro train in Delhi. Hoardings were put up in both cities. The outdoor branding was limited to Mumbai and Delhi only. Brand website, www.nicorette.in, was launched on January 11 Extensive qualitative research was conducted prior to the product launch. The research took into account various demographic specifications of smokers across the country in order to understand the mindset of smokers and quitters1. Insights and Challenges However, the positioning was clearly of the 'cure positioning' card. It was not positioned as a product that makes a lifestyle statement for its patrons. Rather, Nicorette is positioned as a trusted ally and confidant of smokers who want to quit, as something that promises to see them through their efforts like a reliable aide1. Nicorette is not being positioned as a 'cigarette substitute' and that it is something that helps smokers quit cigarettes. "Nicorette is a tobacco cessation product," 1 "Nicorette is not just a nicotine gum but a complete infrastructure and support system for smokers trying to overcome their addiction.1 Gautam Suri, general marketing manager, OTC, Consumer Products Division, Johnson & Johnson Ltd One of the main hurdles that stared marketers in the face while launching the product in India was related to sheer ignorance of the target group. The lay consumer was not aware of the existence of the Nicotine Replacement Therapy category that can provide solutions to smokers. To understand the consumer's requirement, even though the consumer may be ignorant of it, posed a challenge1. The second challenge was regarding the positioning of the product. The willpower of the consumer is extremely crucial when it comes to quitting the habit. We had to be cautious in how we positioned Nicorette. "The fear of losing is daunting for most". It is thus positioned as an aide to strengthen the smoker's willpower as well as confident1. Nagessh Pannaswami, head, BBDO Mumbai. 2 |Page

Smokers don't like to tell others including family members that they are trying to quit, for fear of losing face in the event of failure. Another insight that influenced the campaign was that having willpower alone is not sufficient to quit smoking. External help, in some form or the other, is required as well 1. The ad film portrays a simple situation that reinforces a smoker's resolve to quit when he sees his son mimic the action of smoking. The television commercial focuses not only on the physical harm caused to the smoker, but also on the emotional damage done to the family. Smoking gratifies social and psychological needs, the campaign may not work with those who've taken to the habit for a specific purpose. Regarding the positioning of Nicorette, he says, it appears like a 'do-good' product. He feels that more consumer-created content (such as user testimonials) that gives a more holistic angle to the campaign might help in driving the message home more effectively. "The more positive the positioning, the better it is. Quitting is perpetually postponed, especially for the educated ones who are well aware of the health hazards involved. "The campaign has succeeded in grabbing a lot of attention; early bird advertising always comes with the disproportionate advantages of having spoken first". Nicorette has given the nagging friends and families of smokers a prop to help the erring relative or friend to quit smoking. "The campaign is both functional as well as topical. It works brilliantly," R Sridhar, founder, brand-communication and innovation coach, IDEAS "Nicotine is one of the most addictive substances known to man and therefore for a smoker to quit successfully it is imperative to get support.1 Dr. Prakash Chandra Gupta, Director, Healis - Sekhsaria Institute for Public Health, Mumbai and visiting scientist, Harvard School of Public Health I have been tracking Nicorettes new campaign, Quit India Movement ever since they released that halfpage ad print ad in The Times of India on January 26 Republic Day2. I think the campaign theme is brilliant and choosing the Republic Day to kick-start iteven more so! Here are some other observations on how the campaign seems to be progressing and what could have been done differently2.

1. To give the campaign visibility, the brand seems to have opted for 3 online channels a website ,
a Facebook page and a Twitter handle . The website also lists an Orkut logo, but it is linked only to Orkut.com wonder why! Strangely, the website is booked by a person on behalf of Bennett Coleman & Company Ltd and not Nicorette India or Johnson & Johnson. Would it have been 3 |Page

better if the domain was owned by the brand itself? Even if normal people visiting the site may not care who owns the domain, does the awareness of it not being owned by the brand seem to you that this effort looks more like an add on to the very expensive print and TV campaign?2.

2. The Twitter handle seems like an after-thought. Most of the Facebook status updates are
shortened to 140 characters and re-posted here and it is languishing with 30 odd followers and 0 people as following. This looks like the Social Media Ghost Town . If there is no content plan for Twitter and more importantly, no strategy for Twitter to drum up engagement, there is no point in even starting it. Brands should know this better, more than people, since a brand property getting orphaned on Twitter is a bigger worry than an individual losing interest due to nonactivity2. 3. Engagement on Facebook is on expected lines, and takes on very similar themes like the global Nicorette campaign. There are some local ideas too. The themes carried from the global tactics include a quitting pledge, a quitting calendar, savings calculator etc.

4. On Day 1 (January 26th), I noticed that the Facebook page had no updates at all from the
moderator/community manager even though there were 50+ enthusiastic messages from people by the end of the day. In fact, the first status update from the moderator happened only on the 27th a thank you note to those who responded on 26th. Could have but infused enough genuineness in them or, if possible, get real friends/connections to tell their real stories so it works as a great conversation starter right on Day 1, online1. The content on Facebook seems extremely repetitive. Besides the lone thank you note referred to above, the other updates are centered entirely around what is available in the website pledge, benefits, how to quit ideas, anthem, calendar and games. There are multiple plugs for the twitter handle (in vain) and a post on a poster contest. I would have perhaps spent a lot more time thinking of upping engagement through listening to peoples stories there are tons of personal stories already shared. They require constant feedback for the effort and some more motivation to share them with others they know who may want to quite isnt that the point of the campaignto spread the word about quitting smoking, virally? That happens when the effort is driven less towards what the website has and more when ground level engagement happens. Every person with an interesting story around quitting is a brand ambassador for the Quit India Movement he could be engaged actively and can bring in other friends who may want to quit. That will not happen merely by regurgitating the content put in the website1. I really like the campaign theme it is thoughtful, clever and places more importance to a real cause while also building a wonderfully relevant context to the brand. But, just like a hyper-active, socially conscious friend who goes around his friends circle in encouraging them to quit smoking, the online 4 |Page

properties need to be equally active in drumming up support from people who have volunteered with their experiences. Its still not too late the community has been online for just under a fortnight and they could still learn a few tips from this post and turn it around to be really impactful!1 An observe Like most products the Nicorette website should offer information about their product to help consumers decide if the product is right for them. However, this website seems more of an advertisement for their product than a place to gain information. The official site does not even give the ingredients used in either their gum or lozenges leaving consumers to have to search for that information elsewhere1. By moving beyond the 'like' and 'wall' features of Facebook, Nicorette has attempted to maximize the true potential of social networking by reaching out in a personalized manner to people struggling to kick the butt and supporting and guiding them through the process1. The personalized approach of the 'Nicorette Support' application takes into consideration factors like each individual's quit timeline, reasons for quitting, smoking triggers and craving patterns. This information enables the application to perform the role of a supportive friend who understands the quitter's needs and supports him accordingly1. The application can also help quitters find a 'quit buddy' who has a similar quit date or has kicked the butt around the same time to share experiences with. By feeding in moments of temptation when the craving is at its peak, quitters can track their temptation cycle, compare the where, how, when and use Facebook to make the whole process much more achievable and goal oriented1. In India smoking is still frowned upon socially and quitters find it hard to seek support especially from parents and family elders, which can sometimes result in quitters feeling isolated and depressed 1. The new Nicorette Facebook application enables a much-needed feeling of community and also ensures higher chances of success1. Nicorette will play a critical role by helping consumers in the journey to quit."1 This initiative of Nicorette is a commendable attempt to use social media for a larger societal cause and promote a smoke free India."1 Another observations Conclusion

5 |Page

To be most effective in fostering quiting behaviour health campaigns, need to describe regarding severity of social and health risks, vulnerability to social and health risks, self-efficacy and response efficacy at performing advocated behaviour. Peoples intentions to protect themselves are weakened if they do not perceived any benefits of performing advocated behaviour and perceived no costs of opposing advocated behaviour. People at different stages of readiness to change are differentially affected by levels of these variables. The main motivators to change behavior varies during the pre contemplation, contemplation, and action stages. Health-related message aimed at behavioral change should provides the impetus for an individual to assess the severity of an event, probability of the events occurrence, belief in the efficacy of the recommendations provided in the message, and belief that one has the ability to perform the recommendations. Six decision-making stages an individual undergoes when exposed to a health message recommending change: pre contemplation, contemplation, preparation, action, maintenance, and termination. Health communication message should initiate message recipients perceptions of severity, vulnerability, response efficacy, and self-efficacy, which in turn fosters acceptance of the advocated health-related changes in the message. People exposed to a health communication will weigh their perceptions of severity, vulnerability, response efficacy, and self-efficacy equally when determining their intentions to comply with the message. One of the most interesting outcome of such message should be that people acknowledge ownership and accountability to take the responsible and ownership of their quit attempts, and accepting responsibility for smoking cessation.

6 |Page

7 |Page