Cancer Patients Aid Association: Chanting Lighter

Think twice before lighting up.

Published on Feb 29, 2012

Editor's Pick

To encourage people to quit smoking, Ogilvy & Mather India thought of an innovative way to talk to customers at the very moment they decide to light up.

In India, cigarettes are often sold loose at little newsstand-like set ups on the street. These little shops often have lighters so people can light up as and when they want. O&M refitted the lighters so every time someone used them, a Hindu chant that is usually heard when someone dies would play.

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