Indian Health Foundation (IHF) launched an impactful public awareness campaign in Delhi, Mumbai and Pune to observe the'World No Tobacco Day'. Kinetic India rolled out campaign in highly innovative ways. For instance, the agency placed a cigarette pack on a kiosk with a loud message "FREE SMOKES - who cares about No Tobacco Day”.

At local smoking shops, mock death certificates rolled up as cigarettes were also given to people with the objective of sensitising them about the deadly effects of smoking on one's heath.

About the campaign, Amit Sarkar, Chief Operating Officer, Kinetic India, said, "The brief was to create a campaign for'No Smoking Day' for an NGO - IHF in three cities but we were sure of creating a creative communication that would not just make people aware of the ill effects of smoking, but also make them take one step ahead to call it quits. And after a 2-day campaign covering over 100 paan-bidi shops, even if one life is saved by quitting smoking - for us our job is done.”