CLEANING NICOTINE by Equus Red Cell for DR. ASHISH GUPTA

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CLEANING NICOTINE

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Industry Makeup, Business equipment & services, Corporate Image
Media Design & Branding
Market India
Agency Equus Red Cell
Creative Director Anusheela Saha
Released October 2009

Credits & Description

Category: Self Promotion
Advertiser: DR. ASHISH GUPTA
Product/Service: COSMETIC DENTISTRY
Agency: EQUUS RED CELL
Date of First Appearance: Oct 10 2009 12:00AM
Entrant Company: EQUUS RED CELL, New Delhi, INDIA
Art Director: Anusheela Saha (Equus Red Cell)
Illustrator: Anusheela Saha (Equus Red cell)
Creative Director: Anusheela Saha (Equus Red cell)
Media placement: Match Boxes to promote/convey the message - Cigarette shops/stalls - 10 November 2009

Describe the challenges and key objectives
The objective was to create something striking and unique that the target group would retain and at the same time it had to be cost effective as the doctor had opened a new set up and had limited funds. The creative also had to be solely targeted to smokers, who formed the major chunk of the group with nicotine stained teeth.

Describe the brief from the client
Dr. Ashish Gupta, a dentist who primarily deals in cosmetic dentistry, which includes nicotine stain removal, approached us to create some awareness in the vicinity of his clinic, about his specialisation. His target audience were smokers.

Describe how you arrived at the final design
We ear-marked our areas as the cigarette shops/stalls in the vicinity of the dentist's clinic. The next step was to develop our creative around something that the target group would need and also retain. It was then that we arrived at the decision of basing our creative around a match box. We made use of the elements of the match box itself to execute our design and convey our message.

Give some indication of how successful the outcome was in the market
The match boxes successfully registered with people, they were passed on and talked about. Dr. Ashish Gupta also witnessed a visible increase in his dental appointments.