A conversation about quitting, hope and habit change for a nicotine-free gum, led by creators audiences already trusted.
Launch a nicotine-free gum in India and reach people struggling with addiction through voices they already trust: lasting impact, not loud ads.
Tobacco addiction is social and psychological, not just physical, so we focused on realistic storytelling, cinematic hooks and subtle brand presence. Creators explored regret, second chances and peer pressure through Ryze's lens.
BlueBox made a cinematic narrative of how addiction spirals from peer pressure to regret. Science and Fun made an interactive reel on what nicotine does to the brain. Vox storytellers, lifestyle vloggers and comedy creators covered the rest, from relationships lost to addiction to a cab driver's struggle to quit.
Thousands of comments followed, from people sharing their own stories of quitting to viewers asking where to buy Ryze. The brand called it one of its most meaningful campaigns to date.
Ryze campaign key visual 
70M+ views for the launch
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