On the occasion of World No Tobacco Day, brands, content creators, and NGOs took to social media platforms to dissuade people from smoking and educate about its harmful effects. While a couple of ads took on a satirical approach, others tried to establish an emotional connect. Here are some ads that stood out:
Orient Electric: #StubTheHabit
Orient Electric through its communication for World No Tobacco Day touched upon the harsh reality of being a wrong influence on children through its digital film #StubTheHabit. The film shows a kid stylishly pulling off his father’s oversized coat in an attempt to imitate him. He then tries on a tie with it, as the father secretly admires his son’s innocence from behind the door. In his effort to look more like his father, the kid picks up a pencil and starts to puff into it like his father would a cigarette. The sight baffles his father, as he realises what he’s been teaching his son unconsciously. He takes a conscience-stricken look at the burning cigarette in his hand and immediately stubs it and walks towards his son, implying a new beginning of no smoking. The video has been conceptualised by DigitasLBi.
ViacomTV18 and Ketto
Viacom18’s Youth and English Entertainment brands MTV, MTV Beats, Vh1, Comedy Central and Colors Infinity joined hands with Ketto, an online fundraising website, to launch an Anti-Tobacco Campaign on World No Tobacco Day. This ad used Bollywood scenes to address the audience that always seems to have a reason to smoke, be it to relieve stress, look cool, or make friends. But those who continue to smoke are ignorant of the harmful effects of smoking, the ad suggests. Finally, the ad urges people to quit smoking and donate in support of Ketto’s initiative to help Cancer patients.
Content creator Arre used the drab and dull anti-tobacco ad displayed in theatres before a movie to create a surreal communication that urges viewers to quit smoking. “No matter how absurd this ad is, you can make a beginning by quitting smoking.”
Bajaj Allianz took the simple approach to sharing the message to quit smoking by listing out how the body gets healthier once a person quits smoking.