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


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Industry Anti-smoking
Media Promo & PR, Case study
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: Charity and Not for Profit
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: Adwait Kulkarni (Ogilvy / Mather)
Copywriter: Ankur Jain
Photographer: Sandip Barge
Product Designer: Chaitanya Bendale
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 - - 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 - Saamana Mumbai - 19 February 2012
Media placement: Digital - - 21 February 2012
Media placement: Digital - - 22 February 2012
Media placement: TV - NDTV Profit - 01 March 2012

Summary of the Campaign

A small but powerful idea generates its own PR. This idea is yet another demonstration of that. We didn’t have millions to blow to make a major paid-media campaign but we wanted to make a difference. And so we observed that 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 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. It may not cost the world but the world will love this idea.

So 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. It didn’t just prompt the smokers to not smoke, it made both, the streets and the virtual world abuzz with impact as is evident from the results of the campaign:

300,000 YouTube views and millions of rupees of free media coverage at hardly any cost.

The Situation
We didn’t have enough money for a major paid-media campaign. But we wanted the world to sit up and take note of our unique but sincere anti-smoking message.

The Goal
To do something with the limited money we have, and then see the idea and its impact fly once the campaign was executed.

We wanted to execute locally but get global results.

The Strategy
The fact that our budget limited our idea to a few major shops, did not dissuade us from spreading it, and sharing it with the world. So after setting up these chanting lighters at 25 sites across India, we made a video of this activation and uploaded it to YouTube. The internet did the rest.

The video became quite a viral rage and it spread our anti-smoking message to many many parts of the world and to lots of people. If some of them are inspired to use them in their local culture, we would have truly made public this small campaign with a big heart.

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.

Documented Results
The video uploaded on YouTube by CPAA instantly became all the rage. Shared on Facebook, Google+, Twitter etc, the video has over 300,000 views. The 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' worth of free press coverage in India and across the world. But the most heart-warming result is that CPAA now plans to take this unique chanting lighter to hundreds of other centres in India.