Post Thumb

BBC Studios India and Mindshare won two silvers at Emvies 2018 for Cipla’s Nicotex ‘I can you can’ campaign in the best branded content and media strategy category.

BBC Studios India partnered with Mindshare to produce this six-part series for Nicotex of Cipla Health, in which contestants take the challenge to trek to the base of Mt Everest in pairs and attempt to quit smoking and conquer something even greater — the mountain within. While one in the pair is an active smoker, the other is a non-smoker or someone who had recently quit. This BBC Studios India production was hosted by actor/athlete Milind Soman. ‘I can, you can’ was broadcast on National Geographic and simulcast online on

The Emvies Awards recognises, honours and awards measurable and significant contributions in the field of media and communications. The ceremony was held on October 5, 2018.

‘I can, you can’ has also won the Blue Elephant at Kyoorius Creative Awards in the ‘Best Use of Branded Content’ category earlier this year.

Speaking about the award, Soniya Kulkarni, Creative and Business Head, Productions at BBC Studios, commented, “I am very proud that with the support of our partners, the content struck such great balance of storytelling and brand values. I look forward to working with them and our fantastic team to produce more high quality, award-winning work.”

Devendra Deshpande, Head Content+ Mindshare South Asia, added, “Quitting cigarettes might be the hardest thing to do in life, but at least you will have one. With I Can You Can, we wanted to highlight the ill-effects of smoking and motivate smokers to quit smoking.”