Mumbai, May 30, 2025 : This World No Tobacco Day, Rusan
Pharma’s nicotine patch brand ‘2baconil’ has unveiled a quirky anthem-driven campaign
titled “2baconil
Kar, Zindagi Fulfil Kar.” The new campaign represents a
bold creative shift in anti-tobacco messaging – moving away from fear-based
scare tactics and instead embracing empathy, relatability, and humour. By
positioning 2baconil as a non-judgmental, supportive quit-smoking partner, the
campaign speaks to people who smoke in their own language and with a dose of
light-hearted encouragement.
Conceived by digital agency Beeing Social, the anthem-style creative
film is a musical ode to quitting smoking that swaps gloom and guilt for wit
and warmth. Anti-smoking campaigns often rely on graphic fear appeals, from
shocking images of diseased lungs to grim warnings of death, however,’
“2baconil Kar, Zindagi Fulfil Kar” flips the approach. The video features
upbeat, humorous lyrics and everyday scenarios that smokers will find all too
relatable. With tongue-in-cheek lines like “Room freshener bhi inse
rahe darte” (even room fresheners are afraid of them) and the catchy
refrain “Phoonkna band kar, zindagi fulfil kar” (stop puffing away, fulfill
your life), the anthem uses situational comedy to highlight the quirks and
inconveniences of a smoker’s life. Instead of moralising, it strikes a
friendly, encouraging tone that acknowledges the struggle to quit while
inspiring viewers to see the brighter side of a smoke-free life. Mrs.
Malavika Kaura Saxena, Chief Marketing Officer of Rusan Pharma, explained
the ethos behind this approach. “People with a smoking habit deserve
encouragement, not criticism. With this campaign, our vision was to blend
strategic storytelling with genuine cultural insight. The result is an anthem
that feels less like an advertisement and more like an upbeat rallying song for
smokers contemplating a change. This anthem addresses real moments of
hesitation with warmth and wit. Our goal is simple—when someone decides it’s
time for a change, ‘2baconil kar’ should be the first action they think of,
confident they have a helpful partner in their corner.”
Central to the campaign’s creative edge is a linguistic pivot -
transforming ‘2baconil’ into a verb. With the mantra “2baconil kar, zindagi
fulfil kar” woven into everyday conversation, the brand shifts from a product
name to an instant call to action. Prompting people to do ‘2baconil’ when
they decide to quit embeds the nicotine patch as the natural first step toward
a smoke-free life, driving memorable recall and making quitting synonymous with
the brand.
Abhishek Mittal, Co-Founder of Beeing Social, the Digital First
Integrated Agency behind the creative, commented on this linguistic hook and
how AI integration helped create an unprecedented musical anthem. “Behaviour
change starts when people feel seen, not shamed. With 2baconil, we’ve turned
quitting into a verb—an action that feels light, doable, and stigma-free. And
who better to lead this shift than 2baconil - the first nicotine patch in India
by Rusan — pioneers of addiction treatment. They’ve earned the right to not
just sell a product, but spark a cultural movement around quitting.
Moreover, this is the first-ever AI-generated anthem in the smoking
cessation category, a unique achievement that sets it apart from other brands
in this space.”
Watch the anthem here: “2baconil Kar, Zindagi
Fulfil Kar.”
To discover how you can begin your smoke-free journey, visit, https://www.2baconil.com/