http://bcove.me/g0tnumdy
Above is the link for the campaign that Ogilvy India created for Cancer Patients Association.
There are lighters installed at all the Pan-shops in India wherein a person purchases the ciggrette and use this to lit it. The idea was to turn the 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.”
The “chanting lighters" were installed at 25 locations in Mumbai in February 2012. These were regular streetside lighters into which the sound chip was attached, and this was done in India itself. According to the agency, smokers were taken aback by the new way of spreading the message. The YouTube video of the activity is getting comments, and international news organisations have also featured the campaign.
Above is the link for the campaign that Ogilvy India created for Cancer Patients Association.
There are lighters installed at all the Pan-shops in India wherein a person purchases the ciggrette and use this to lit it. The idea was to turn the 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.”
The “chanting lighters" were installed at 25 locations in Mumbai in February 2012. These were regular streetside lighters into which the sound chip was attached, and this was done in India itself. According to the agency, smokers were taken aback by the new way of spreading the message. The YouTube video of the activity is getting comments, and international news organisations have also featured the campaign.
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