Ogilvy & Mather and Cancer Patients Aid Association light up a death chant for smokers
Ogilvy & Mather Mumbai took a fresh approach to the anti-smoking message from Cancer Patients Aid Association.
They turned the common cigarette lighter into a chanting lighter – and every time a smoker tried to light from it, it played ‘RAAM NAAM SATYA HAI’ – a chant which is sung when people’s corpses are carried to the funeral pyre. Which meant whether the smoker loves the idea or hates it, he or she will not be able to ignore it.
Smokers were taken aback by our new way of spreading the message. One press of the lighter, led to varied reactions from people – shock, fear, amusement, and even anger. But as anticipated most of the did not light their cigarettes after it, and some even threw theirs away.
Credits:
National Creative Directors: Abhijit Avasthi, Rajiv Rao.
Creative Team: Mahesh Gharat, Pradyumna Chauhan, Makarand Joshi, Ankur Jain, Sandip Gaikwad, Shahnawaz Qadeer, Vivek Reddy, Adwait Kulkarni, Sandip Barge, Chaitanya Bendale
3 Comments
More likely the smokers threw away the cigarette lighter.
Cool idea, but won’t stop smokers from smoking.
Its not meant to make anyone stop smoking….just to try and win some award.
After picking up the award, the CD will go back and light up a cigar.