Radio Integration idea for Nicotex Chewing Gum

1. Nicotex Chewing Gum
Quit the habit of Chewing Tobacco

2. To drive awareness for new
product launch of anti
tobacco chewing gum from
Nicotex in Gujarat market
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CAMPAIGN OBJECTIVE
To drive clean city
campaign in the given
markets thus curbing the
unhygienic habit of spitting
after chewing Paan Masala,
Guthkha and other orally
consumed tobacco
products by giving Nicotex
anti tobacco chewing gum
as best option to quit the
habit

3. CAMPAIGN IDEA
» Its ironic for the state like Gujarat, from where
Mahatma Gandhi hails from, people are still
painting the cities Red by spitting on the road and
walls
» The idea is to instigate the “Gandhian thoughts
about cleanliness” amongst the people of Gujarat
by showcasing the act of Gandhigiri to the Mawa or
Pan masala spitting offenders in a very non
offending yet impactful ways
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4. ON AIR
CAMPAIGN
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5. Mahatma Gandhi, father of
the nation promoted the
ideology of Cleanliness is
next to Godliness
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6. BAPU KA
CHAMATKAR
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7. IDEA CONTEXT
 Eating khaini, pan masala, mawa is a dangerous
addiction and creates health hazards not only for
the one who consumes it but also for public if
spitted out
 Once a person falls for the tobacco chewing
addiction it becomes difficult to resist the
temptation unless a person himself breaks the
habit or someone around from family or friends
helps in taking the person out of it
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8. ON- AIR
» The scenario is of BAPU (Gandhiji) has come back seeing
the appalling sight of people spitting on city walls
» Listeners will call out the RJ’s with the problems how
some of areas in their adjacent society or significant area
has been made into a heap of garbage or dirt due to
negligence
» Bapu sitting in studio with the RJ will give advice on-air
on how to solve the particular cleanliness problem
» Same way, RJ’s will urge listeners to call up & seek
Bapu’s advice on how to help someone with breaking the
addiction of chewing tobacco which has plagued cities in
Gujarat. RJ’s will sensitize listeners to ask for Nicotex
chewing gum next time they visit Paan stalls for buying
tobbaco
IDEA EXECUTION
DIGITAL
» Listeners will upload before &
after picture of the “dirty
place” that has CLEANED UP
due to Bapu’s idea
» The best picture
transformation of that place
will be uploaded on RJ’s
facebook page
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10. ON GROUND
CAMPAIGN
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11. SAFAI KE SATYAGRAHI
» MYFM RJ’s will accompany “Safai ke Satyagrahi” brigade who will wear
white khadi kurta or dhoti and will perform the act of Gandhigiri against the
people who is painting the walls and roads red with their spit
» Crowded places will be identified like government office walls, public
transport areas like bus stand, railway stations or pavements
» Whosoever spits on the walls will be approached by Safai Satyagrahi with a
bright smile and red rose to offer for spiting on wall and making it red, the
same will be cleaned with brooms and moppers in their hand infront of
culprit to make impactful realization
» The culprit will be given pack of Nicotex Chewing Gum to break the habit of
spitting in public places
» Persons name will be noted and he will be told that it will be announced on
MYFM’s “Bapu Ka Chamatkar” segment for helping make city Red with his
pan masala
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12. THANKS!
LETS TALK!!!
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