Cancer Patients Aid Association (CPAA) Case study CHANTING LIGHTER by Ogilvy & Mather Mumbai


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Industry Anti-smoking
Media Case study
Market India
Agency Ogilvy & Mather Mumbai
Released May 2012


Spikes Asia 2012
Promo & Activation Event & Field Marketing Bronze

Credits & Description

Type of Entry Sales Promotion: Use of Media
Category Event & Field Marketing
Sales Promotion/Advertising Agency: OGILVY & MATHER Mumbai, INDIA
Abhijit Avasthi Ogilvy/Mather Chief Creative Officer
Rajiv Rao Ogilvy/Mather Chief Creative Officer
Mahesh Gharat Ogilvy/Mather Executive Creative Director
Pradyumna Chauhan Ogilvy/Mather Executive Creative Director
Makarand Joshi Ogilvy/Mather Creative Director
Sandip Gaikwad Ogilvy/Mather Art Director
Shahnawaz Qadeer Ogilvy/Mather Copywriter
Ankur Jain Copywriter
Sandip Barge Photographer
Adwait Kulkarni Ogilvy/Mather Copywriter
Chaitanya Bendale Product Fabricator
Vivek Shah The Cutting Crew Producer
Porus Khareghat Ogilvy/Mather Films Head
Vivek Sawant The Cutting Crew Editor
Makarand Joshi Ogilvy/Mather Art Director
Describe the brief from the client:
Objective: To ask people to stop smoking in an fresh and innovative way. Challenge: Daunting task because the world has already been delivered the anti-smoking message in thousands of ways and smokers don't pay much heed to such messaging anymore. Concept: Cigarettes are sold loose in India unlike other countries. And almost all cigarette shops in India are fitted with public lighter boxes. Also 80% of Indian smokers don't stock cigarettes but light them using the lighter box, right after purchase. We thought why not make these lighters the very medium and deliver a surprising message here.
Describe how the promotion developed from concept to implementation:
Execution: We turned existing lighter boxes into 'Chanting Lighters'. Every time a smoker tried to light a cigarette from it, it played 'Raam Naam Satya Hai' - a chant which is sung when someone's corpse is carried to the funeral pyre in India. What doubled the impact was the fact that these lighter boxes are a vantage point around which most smokers chat and catch up - so it turned out to be the ideal place to ambush the smoker.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Results: The video uploaded on YouTube by CPAA instantly became a rage. Shared on Facebook, Google+, Twitter etc, the video has over 3,00,000 views. World's leading websites such as, & published this video. Plus, India's leading business TV channel NDTV Profit hailed it as truly impactful. Others like leading Indian daily Hindustan Times and local newspapers covered it too. Creating millions of rupees of free press coverage in India and across the world. But the most heartwarming result is that CPAA now plans to take this unique chanting lighter to hundreds of other centres in India.
Explain why the method of promotion was most relevant to the product or service:
Executional Relevance: We delivered a message of death right in the face of the smoker. Literally. We played a death chant when he leaned his face forward to light the cigarette. And the fact that we used a death chant - an idiom so totally synonymous with death in India - increased the relevance of our messaging more and more. Plus cigarette shops with these lighters, being the places of chatting and catching up that they are, only helped us deliver this critical message to not one, but many.