Smoking has been a major health hazard and a primary cause of major life-threatening illnesses for many decades. For the entire 20th century it is estimated that around 100 million people lost their lives prematurely because of smoking.
On this World No Tobacco Day, India’s premium video on demand platform VOOT partnered with Indian Cancer Society on its World No Tobacco Day 2020. The campaign endeavors to raise awareness about the health hazards of smoking and tobacco usage.
Executed by VOOT Studio, the short and high impactful video featuring one of the most popular actors Sunil Grover urges people to stop smoking.
The film is a mockumentary and offers a satirical take on the contents required to cook up a cigarette. The film sees Sunil Grover with his usual sass and ease making a cigarette with all the lethal ingredients that one would never consume. The film culminates with a strong behavioral change message of giving up tobacco and cigarettes given its toxicity and long terms effects on health.
Speaking about the association Akash Banerji, Head AVOD Business, VOOT said, “At VOOT Studio we are focused on empowering our partners to effectively deliver on their brand and campaign message effectively through engaging, innovative and relevant brand solutions.
“Partnering with Indian Cancer Society for this imperative behavioral change initiative is even more special and solves for a critical issue plaguing the world. We are sure that this innovative and sarcastic take on the issue will strike a chord with the audiences and allow the message to be delivered far and wide through the reach of the platform,” Banerji said.
Shivani Sanghavi, Marketing Director of Indian Cancer Society, said, “While it is common knowledge that smoking is harmful, it is unusual that people at large are ignorant of the use of such chemicals that go into making a cigarette. Indian Cancer Society through the campaign attempts to create an awakening that results in people quitting smoking. We believe that everyone, including the protagonist will rethink their habits with the compelling facts presented in the video.”
The script was written by her to spread awareness and educate the masses to make informed choices.
Tobacco leads to more than 7 million deaths every year worldwide and the campaign aims to put an end to the tobacco consumption menace by spreading nationwide awareness around the alarming issue.
About VOOT: Voot is India’s second largest digital video-on-demand streaming service from the house of Viacom18. With a content library of more than 65,000 + hours across Viacom18’s network content, exclusive content around network shows and Voot Originals, the platform caters to varying needs of discerning audiences across segments. Voot is the Country’s most engaging platform in the ad-supported service space. Voot continues to take the leadership mantel on innovation, across content, technology, and marketing initiatives, aimed at providing an immersive experience to its users.
About Viacom18: Viacom18 Media Pvt. Ltd. is one of India’s fastest growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. A joint venture of TV18, which owns 51%, and Viacom Inc., with a 49% stake, Viacom18 defines entertainment in India by touching the lives of people through its properties on air, online, on ground, in shop and through cinema.
About Indian Cancer Society: Indian Cancer Society, established in 1951 by Dr. D.J. Jussawalla and Mr. Naval Tata is India’s first and largest cancer non-profit working in the areas of awareness, detection, cure, rehabilitation, survivorship and also has a cancer registry which publishes the Indian Journal of Cancer. Indian Cancer Society has been doing sterling work across India and is the beacon of hope for thousands of underprivileged cancer patients. Indian Cancer Society strongly believes that awareness, on cancer will help bring down the incidence of cancer and decrease the rate of mortality of the disease.