Smoking is the most dangerous cause of preventable death – killing 900,000 people in India every year. Pfizer Limited today announced the launch of Champix®, a unique non-nicotine smoking cessation prescription drug. Champix® (varenicline) has been developed specifically to act on reducing nicotine craving as well as the pleasure of smoking. Research shows that the odds of quitting smoking on Champix are twice that of buproprion and four times that of placebo. All Champix users can avail of the ‘Champs Club’ support program that together with the medication will help smokers desiring to quit, overcome their addiction. The 12-week Champix prescription course will be available across 17 cities in India.

On the occasion of the launch, Mr. Kewal Handa, Managing Director, Pfizer India said, “Pfizer’s Champix is the most innovative and effective oral smoking cessation product to be approved by the US FDA in the last 10 years. It has benefited over 5.7 million people since its worldwide launch in mid-2006. We are confident that Champix will provide the same level of benefits to smokers in India and contribute to a healthier world.”

‘Further, with the smoking related disease burden in India being estimated at over Rs. 24,000 crore, its vital that smoking cessation aids like Champix help smokers in India embark on a journey to a new life.”, Mr. Handa added.

With comparatively superior efficacy plus a comprehensive behavioral ‘Champs Club’ support program, Champix offers a complete and sustainable smoking cessation strategy to smokers who intend to get rid of the addiction. The result of two international studies shows that 44% of Champix-treated patients have quit by the end of the 12-week treatment. Compare this with the annual 2% Indian smokers who are otherwise able to quit smoking on their own.

Dr. Anjan Chatterjee, Medical Director, Pfizer Inc. said, “Champix offers a fresh opportunity to smokers in India who have previously failed quit attempts. The dearth of effective smoking cessation aids spurred our research teams at Pfizer to develop Champix and meet an unmet and urgent medical need. The holistic Champix therapy is designed to provide the necessary physiological and psychological support to the smoker.”

To support smokers who are considering quitting, Pfizer will partner with Smoking Cessation Clinics across India where smokers can seek counseling support, educational information about ill effects of smoking, tips and medical support to help them overcome their addiction.

How Champix works

Champix (Varenicline), a product of Pfizer, is an extensively researched drug and is the only one so far that is specifically designed to aid smoking cessation. A novel, non-nicotine, oral prescription medicine Varenicline, the active ingredient in Champix, has a novel dual mode of action. Unlike other smoking cessation solutions that work only on controlling the withdrawal symptoms, Champix reduces withdrawal symptoms and also the smoker’s sense of satisfaction derived from smoking.

Action 1:

Both nicotine (found in cigarettes and responsible for addiction to smoking) and Varenicline act on the nicotinic acetylcholine receptors (nAChRs) in the brain, which is associated with the addictive effects of nicotine. However unlike nicotine, Champix is a partial agonist of the receptors. So, when varenicline binds to these receptors it releases levels of dopamine that are required for normal functioning of the body. Hence, it reduces the craving to smoke and eases the withdrawal symptoms.

Action 2:

When the binding of nicotine to receptors is blocked by Varenicline, nicotine is unable to activate these receptors and cannot stimulate the release of dopamine - which produces the sense of satisfaction or pleasure and motivation in smokers. Hence it reduces both the craving to smoke and dependence on smoking to feel good.

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About Pfizer:

Globally, Pfizer discovers, develops, manufactures, and markets leading prescription medicines for humans and animals and many of the world's best-known consumer brands. Pfizer’s innovative, value-added products improve the quality of life of people around the world and help them enjoy longer, healthier, and more productive lives. Pfizer has two business segments: human and animal healthcare and its products are available in more than 150 countries.

Pfizer Limited (India) has a turnover of US$ 172 million (November 2006). Globally one of the highest spenders in pharmaceutical R&D, Pfizer has made clinical research investments of US $ 15.75 million in India. Pfizer has won several awards including that for most respected MNC and most trusted brand for one of our leading products.