Kinetic warns smokers

By Saumya Tewari , afaqs!, New Delhi | In Advertising
Last updated : June 04, 2015
In a bid to engage smokers through 'Experiential Marketing', Kinetic India gave out 'free cigarettes' across three cities on World No Smoking Day.

With cigarette prices escalating each year, getting a free smoke is a dream-come-true for every smoker. Taking a cue from this insight, WPP-owned agency Kinetic India created a unique experiential campaign on 'World No Smoking Day' on May 31st.

The agency decided to take the issue by creating a distinct way for smokers to get attracted to the kiosk - which had cigarettes kept in a packet saying "Free Smokes - who cares about No Tobacco Day?"

The campaign was done for the non-profit organisation Islahi Health Care Foundation (IHF) and executed across three cities, Delhi, Mumbai and Pune at various local shops. Under the campaign, the agency cleverly designed cigarettes which once opened were 'Death Certificates'. The certificate reads, "This is to certify that you have willingly chosen to sacrifice your life so that others can prosper. Thank you for taking your own life."

The agency claims that thousands of people went ahead to pick up free cigarettes from shops only to realise that they were 'Death Certificates', warning them how smoking could kill them in the near future.

Amit Sarkar

Amit Sarkar, chief operating officer, Kinetic says, "We were sure of creating a communication that would not just make people aware of the ill effects of smoking, but also make them call it quits. After a two-day campaign over 100 paan bidi shops, even if one life is saved by quitting smoking our job is done."

Every year, on May 31st, World Health Organisation (WHO) and partners mark World No Tobacco Day (WNTD), highlighting the health risks associated with tobacco use and advocating for effective policies to reduce tobacco consumption.

IHF, established in 2010, works in all areas of health care. It organises free camps and provides free medical assistance to the needy. It also organises conferences, seminars and symposia to discuss different medical issues and publish information bulletins, pamphlets, journals and books addressing health problems. The foundation collaborates and coordinates with the World Health Organisation (WHO), government and voluntary organizations for attainment of the objective.

Kinetic is a global leader in planning and buying out-of-home media. It provides expertise through its complementary service divisions including Aureus, Aviator, Kinetic Active, Kinetic Futures, Meta, Zone and Hi Rezz. It employs over 900 professionals across 38 offices worldwide.

First Published : June 04, 2015
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