CHANTING LIGHTER

Short List
TitleCHANTING LIGHTER
BrandCANCER PATIENTS AID ASSOCIATION
Product / ServiceANTI-SMOKING INITIATIVE
CategoryA04. Best Use of Ambient Media: Small Scale
EntrantOGILVY & MATHER Mumbai, INDIA
Entrant Company:OGILVY & MATHER Mumbai, INDIA
Advertising Agency:OGILVY & MATHER Mumbai, INDIA

Credits

Name Company Position
Abhijit Avasthi Ogilvy & Mather Chief Creative Officer
Rajiv Rao Ogilvy & Mather Chief Creative Officer
Mahesh Gharat Ogilvy & Mather Executive Creative Director
Pradyumna Chauhan Ogilvy & Mather Executive Creative Director
Makarand Joshi Ogilvy & Mather Creative Director
Sandip Gaikwad Ogilvy & Mather Art Director
Shahnawaz Qadeer Ogilvy & Mather Copywriter
Ankur Jain Copywriter
Sandip Barge Photographer
Adwait Kulkarni Ogilvy & Mather Copywriter
Chaitanya Bendale Product Fabricator
Vivek Shah The Cutting Crew Producer
Porus Khareghat Ogilvy & Mather Films Head
Vivek Sawant The Cutting Crew Editor

Results and Effectiveness

Results: The video uploaded on YouTube by CPAA instantly became a rage. Shared on Facebook, Google+, Twitter etc, the video has over 3,00,000 views. World's leading websites such as dailymail.co.uk, CBSnews.com & abcactionnews.com published this video. Plus, India's leading business TV channel NDTV Profit hailed it as truly impactful. Others like leading Indian daily Hindustan Times and local newspapers covered it too. Creating millions of rupees of free press coverage in India and across the world. But the most heartwarming result is that CPAA now plans to take this unique chanting lighter to hundreds of other centres in India.

Creative Execution

Creative Execution: We turned existing lighter boxes fitted in Indian cigarette shops into 'Chanting Lighters'. Every time a smoker tried to light a cigarette from it, it played 'Raam Naam Satya Hai' - a chant which is sung when someone's corpse is carried to the funeral pyre in India. What aided the impact was the fact that these lighter boxes are a vantage point around which most smokers chat and catch up - so it turned out to be the ideal place to ambush the smoker. A video of this activation was uploaded on YouTube, and with over 300,000 views, it quickly became a rage. This made both international and local media evince interest in our unique idea, optimizing the reach of our campaign across the world and across India.

Insights, Strategy and the Idea

Insight, Strategy and Idea: The insight is that cigarettes are sold loose in India unlike other countries. And almost all cigarette shops on Indian streets are fitted with public lighter boxes. Also 80% of Indian smokers don't stock cigarettes but instead buy them loose and light them using these lighter boxes. So instead of relying on expensive media like television and print, we thought of making these lighter boxes the very medium and deliver a surprising message here. And then we turned existing lighter boxes into 'Chanting Lighters'.