A lot of campaign is happening on the above punch line. Whenever I interact with people who distribute and sell cigarette, say me that the sale has not declined, it is as it is. They vehemently believe that people who smoke cigarette can never give up cigarette and these advertisement he no impact at all. I listen to this give them a smile and move on. I give the smile because, little do they that this line of business is the most volatile and in times to come it may reduce drastically or may completely be eliminated from the industry.
The campaign is not for those who have been smoking cigarette for long. Of course, this ad does creates a fear factor in them and make them think that they should reduce their intake of cigarette. But this directly address to the prospect smokers who are in the age group of 8-12 years (Target Audience – TA). Now these prospect are continuously being bombarded with so much of awareness on why not to smoke. Most of this age group who eventually will convert to prospect smokers will be much lower that what used to be 10-15 years from now. And as time goes by the age group of 5-10 years who will be come prospect later, have already developed a state of mind that it is dangerous and should be avoided.
The impact will not be seen today, but in years to come…
FMCG – Foods Professional
Business Consulting, Change Management, Sales Management and Motivation