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


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Industry Anti-smoking
Media Direct marketing
Market India
Agency Ogilvy & Mather Mumbai
Executive Creative Director Pradyumna Chauhan, Mahesh Gharat Advertiser Supervisor:
Creative Director Makarand Joshi
Art Director Sandip Gaikwad
Copywriter Ankur Jain, Shahnawaz Qadeer, Adwait Kulkarni
Producer Vivek Shah
Photographer Sandip Barge
Editor Vivek Sawant
Released March 2012

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Chief Creative Officer: Abhijit Avasthi (Ogilvy & Mather)
Chief Creative Officer: Rajiv Rao (Ogilvy & Mather)
Executive Creative Director: Mahesh Gharat (Ogilvy & Mather)
Executive Creative Director: Pradyumna Chauhan (Ogilvy & Mather)
Creative Director: Makarand Joshi (Ogilvy & Mather)
Art Director: Sandip Gaikwad (Ogilvy & Mather)
Copywriter: Shahnawaz Qadeer (Ogilvy & Mather)
Copywriter: Ankur Jain
Photographer: Sandip Barge
Product Designer: Chaitanya Bendale
Copywriter: Adwait Kulkarni (Ogilvy & Mather)
Producer: Vivek Shah (The Cutting Crew)
Films Head: Porus Khareghat (Ogilvy & Mather)
Editor: Vivek Sawant (The Cutting Crew)
Media placement: Ambient - Public Cigarette Shops - 20 December 2011
Media placement: Digital - - 07 February 2012
Media placement: Digital - CPAA Facebook Page - 08 February 2012
Media placement: Digital - - 12 February 2012
Media placement: Digital - - 13 February 2012
Media placement: Digital - - 13 February 2012
Media placement: Press - Hindustan Times - 19 February 2012
Media placement: Press - Saamna Mumbai - 19 February 2012
Media placement: Digital - - 22 February 2012
Media placement: TV - NDTV Profit - 01 March 2012

Describe the brief/objective of the direct campaign.
To ask people to stop smoking in a fresh and innovative way.

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.

Cigarettes are sold loose in India unlike other countries. Almost all cigarette shops in India are fitted with public lighter boxes. Also 80% of Indian smokers don't stock cigarettes but instead buy them loose and light them using these lighter boxes. We thought why not make these lighter boxes the very medium and deliver a surprising message here.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Creative Solution:

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 aided 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.

Explain why the creative execution was relevant to the product or service.
Creative Execution 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, helped us deliver this critical message to not one, but many.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

This message was as direct as it gets. At US$500 investment across 25 sites, it delivered the message at less than US$1 per person. Its video uploaded by CPAA got over 300,000 views on YouTube. Leading Indian business TV channel NDTV Profit, leading Indian daily Hindustan Times, many local newspapers and world’s leading websites such as, and covered it too, creating millions of rupees of free press coverage. But the most heart-warming result is CPAA now plans to take this unique chanting lighter to hundreds of other centres in India.