MUMBAI: Cipla Health has rolled out a zippy new campaign for its flagship antiseptic brand ‘Cipladine’, casting veteran actress Neena Gupta as the face of its ‘Fast Aid Expert’ proposition. The campaign swaps predictable first-aid messaging for a punchy, pacey narrative built around speed, sass, and sharp relief.
Conceptualised by Lowe Lintas and directed by national award-winner Vivek Dubey, the campaign features Gupta as a no-nonsense boss who always stays a step ahead—mirroring Cipladine’s fast-acting formula. With Shashie Verma playing her perpetually behind-the-curve assistant, the film delivers both healing and humour in equal measure.
Gupta shared her excitement about the association, saying, “As someone who believes in tackling life head-on, I love the idea of being associated with a product that does the same. Cipladine is quick, reliable, and versatile, it reminds me of the kind of roles I enjoy doing. Being a part of this campaign was a delightful experience.”
Sharing his thoughts, MullenLowe Global Group CEO – India & Chief Strategy Officer – APAC, Subramanyeswar S. said, “Cipladine has long held the leadership position in its category, but true leadership lies not in maintaining the status quo, it lies in continuously raising the bar. We asked ourselves: how can a leader lead even more distinctively? The answer emerged in a powerful insight – speed – a critical need in first aid. That’s when we reimagined Cipladine not just as a product, but as a solution—a Fastaid expert in the world of FIRSTAID solutions.”
Lowe Lintas president (Creative) Sarvesh Raikar added, “The category of first aid solutions has been quite predictable in its problem-solution communication approach. We needed to break the clutter with a fresh tone of voice. The idea of an ultra-efficient boss and her quests to set things right without wasting time served as a perfect backdrop to launch our refreshed brand idea – to move from ‘FIRST-AID to ‘Fast-Aid’ Expert. The chronicles of Neena Gupta and her secretary Sashi Verma, directed by the national-award winning director Vivek Dubey, effortlessly bring alive our new narrative of speed, while also bringing a smile on the viewers faces.”
Launched across TV, digital, print, OOH and trade touchpoints, the campaign marks a bold shift in tone for the first-aid aisle—where speed now gets top billing.
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