Ad Campaigns
Nicotex shows how to quit smoking effectively
MUMBAI: Cipla Health brand Nicotex, has launched a new TV advertisement for its smoking cessation chewing gum highlighting the right dosage and the right usage of the brand to effectively reduce or quit smoking.
The TVC delves into the mindset of a smoker who seeks advice from a friend who has now quit smoking with the help of Nicotex gums.
Cipla Health category director Anshul Mishra says, “We as a brand understand the psychology of a smoker, the constant struggles and endless attempts to quit smoking. A lot of smokers trust Nicotex to be their companion in this difficult journey to quit smoking. Our approach in this piece of creative has been very sharp and positive. We aim to educate our consumers and highlight the importance of using the right dosage of Nicotex and following the correct chewing technique which will help them cope with their struggle.’’
The advertisement was conceptualised and created by Soho Square, a Mumbai based advertising firm, with the intention of driving education among the consumers to start their journey to quit smoking with the correct dosage and consumption of Nicotex.
“Quitting smoking is tough and disheartening for the smoker each time he fails at quitting. Many a times consumers take the first step of trying Nicotex to quit, but due to incorrect consumption lapse in their effort. Any product consumed correctly gives best results, true for Nicotex as well. Thus the purpose of this communication was to educate consumers to get the best result from their efforts, purposefully kept simple,” adds Soho Square ECD and creative head Anuraag Khandelwal.
With an aim to make a strong resolve to have a smoke-free life ahead of us, Nicotex continues to motivate consumers with their TVC and digital campaigns.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
