Second hand smoke kills
Shop owners of roadside shops, where cigarettes are sold the most, were given the dummy cigarettes. When customers asked for any brand of cigarettes the shop owners were asked to give the dummy piece. When the smoker looked at the cigarette he would be reminded that he risks more than his life when he smokes.
Agency: Ogilvy & Mather, Mumbai, India
Creative Director: Piyush Pandey, Abhijit Avasthi
Art director/Copywriter/Illustrator: Shailesh Khandeparkar