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Hello and welcome!
I must say, I don't really understand what's going there. I get this is an anti smoking/drinking campaign, which is not a good thing to start with (check the link in my signature)
I guess there might some specific Indian cultural elements going on that I'm not aware of. So I can't really comment on the concept for now. A little bit of context would help the non Indian viewers.
What I can say is that you can't use the exact same execution/idea and just change one element. Have 2 strategically coherent ideas if you want to deal with smoking and drinking.
No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094
It came across as Aladdin mixed with vikings mixed with oxen. I'd like to add that I think the illustration is pretty neat. I wonder what else he could sell with this style...
its a indian reaper
Ok, now I get it. The drawng itself is ok, a bit basic in the idea, but I think it works.
Now, it would be cool as a newspaper cartoon, but not as an ad campaign. See, an advertising campaign should be based a thought-through strategy, which stemmed from a thorough research, with figures and stats, etc... Here it's just based on one drawing.
Also, you can't just say "give up". It's not engaging the viewer at all. You have to implement a call to action (CTA) like a phone number or a website.
Also, don't waste your time doing mock PSA. Click on the link in my signature to know why.