Cipla Health launched a new campaign for its antiseptic brand Cipladine, roping in veteran actor Neena Gupta as brand ambassador. Titled “Cipladine – Aapka Fast Aid Expert,” the campaign aimed to reposition the product as a fast-acting solution for everyday injuries like cuts, wounds, burns, and infections.
The campaign, created by Lowe Lintas, featured a series of light-hearted films starring Gupta and actor Shashie Verma. The films showed Gupta in the role of a quick-thinking boss frequently outpacing her laid-back assistant, echoing Cipladine’s fast-acting formula. The narrative shift was intended to reframe Cipladine from a standard first-aid product to what the brand calls a “Fast Aid Expert.”
The product, which uses a Povidone Iodine (PVPI) formula, is promoted as being effective within 30 seconds and able to stay longer on the skin and penetrate deeper attributes the campaign brought forward through relatable storytelling.
Link to one of the film
Commenting on the launch, Shivam Puri, MD & CEO, Cipla Health Ltd., said, “Cipladine has long been a trusted name in first aid, making it India’s No. 1 antiseptic ointment. With our new ‘Fast Aid’ campaign, we’re redefining timely care, delivering quick, effective relief when it’s needed most. This latest narrative reaffirms Cipladine’s place as a household essential, trusted across both urban and rural India. We’re delighted to have Neena Gupta bring her authenticity and wide appeal to help take this message forward.”
Neena Gupta, Actress & Brand Ambassador, said, “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.”
Subramanyeswar S., Group CEO – India & Chief Strategy Officer – APAC, MullenLowe Global, added,“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.”
Sarvesh Raikar, President (Creative), Lowe Lintas, said, “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.”
