New campaign by Lowe Lintas highlights Cipladine as the go-to solution for quick first-aid relief
Cipla Health, a key player in India’s consumer healthcare space, has launched a new campaign titled “Cipladine – Aapka Fast Aid Expert”, introducing acclaimed actress Neena Gupta as the brand ambassador. The campaign aims to reaffirm Cipladine’s reputation as a reliable first-aid solution for cuts, wounds, burns, and infections.
Speaking on the launch, Shivam Puri, MD & CEO, Cipla Health, said:
“Cipladine has been India’s No. 1 antiseptic ointment and a household staple for generations. With the ‘Fast Aid’ campaign, we’re focusing on timely and effective relief-precisely when it’s needed. Neena Gupta’s relatable charm and credibility make her the perfect face for this message, helping us strengthen trust across both urban and rural India.”
Conceptualised by Lowe Lintas, the campaign brings Cipladine’s fast-action benefit to life through humorous and relatable storytelling. The series of films feature Neena Gupta alongside actor Shashie Verma, where she plays a sharp and efficient character constantly outpacing her slow-moving assistant-mirroring the quick action of Cipladine in real-life situations.
Commenting on her association, Neena Gupta said:
“I’ve always believed in acting quickly and getting things done right-the very qualities Cipladine stands for. It’s dependable, fast, and effective-just like the characters I enjoy playing. Working on this campaign was not just fun, it felt personal.”
Sharing the strategic direction behind the campaign, Subramanyeswar S., Group CEO – India and Chief Strategy Officer – APAC, MullenLowe Global, noted:
“Cipladine has always led the category, but we wanted to elevate the brand beyond just leadership. Speed in first aid is critical, and this insight became the foundation for redefining Cipladine-not merely as an ointment, but as a FASTAID EXPERT in a sea of first-aid options.”
Sarvesh Raikar, President (Creative), Lowe Lintas, elaborated on the creative approach:
“First-aid advertising has typically followed a predictable, problem-solution format. We wanted to break that pattern. By creating a character-driven narrative-featuring an ultra-efficient boss and her time-challenged assistant-we’ve delivered a fresh, engaging brand voice. Directed by national award-winner Vivek Dubey, the films deliver the message of speed with both clarity and humour.”
The campaign is currently running across multiple platforms including TV, digital, print, OOH, and in-store activations, ensuring widespread visibility and consumer engagement.
