Execution

Over the years, no matter how much media money you put behind any anti-smoking communication, people don't pay much heed to the messaging. We decided to challenge that inertia. We hit the smokers right in the face with a unique activation. What we did was the following - we replaced the regular lighters that are fitted in Indian cigarette shops with a chanting lighter. Why? Because cigarettes are sold loose in India unlike other countries. And almost all cigarette shops in India 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. Which makes these shops a perfect point to target the smokers. So now , every time a smoker tried to light a cigarette from these shops, the chanting lighter played 'Raam Naam Satya Hai' - a chant which is sung when someone's corpse is carried to the funeral pyre in India. A chant which is synonymous with death. As a result of this, hundreds either did not light their cigarettes or threw them away after getting shocked by this unique and hitting anti-smoking message. Encouraged by its succes, we then put a video of this activity on the internet. 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. As also Indian mass media. Creating millions of rupees of free press coverage in India and across the world. CPAA now plans to take this unique chanting lighter to hundreds of other centres in India.