To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in.

Cancer Patients Aid Association: Chanting Lighter

Think twice before lighting up.

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.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Feb 29, 2012
Agency:
Ogilvy & Mather Mumbai
Client:
Cancer Patients Aid Association
Category
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. View all Newsletters

Become a Member of Ad Age