No Smoking

11 Minutes

Agency: Scarecrow


Over one million people die in India due to smoking each year. While most youngsters are aware of the fact that smoking damages their health, due to their living-for-the-moment attitude, long-term harm to their health is not a deterrent ENOUGH to stop them from smoking. We gave them a more compelling reason - smoking could stop you from fulfilling your most cherished desires. We dramatized the fact that every cigarette costs you 11 minutes of your life with a tragicomic story. To engage youngsters online, we cast celebrities with absolutely contrasting images. Sunny Leone, most known for her sex appeal, and Alok Nath, a veteran actor who has recently been trending since he has been typecast as an overtly religious character. The unusual pairing grabbed the attention of young netizens and ensured the message got home.

This professional campaign titled '11 Minutes' was published in India in June, 2016. It was created for the brand: No Smoking, by ad agency: Scarecrow. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 7 years ago.


Advertising Agency: Scarecrow Communications, India
Executive Creative Directors: Manish Bhatt / Scarecrow Communications
Executive Creative Directors: Aditya Bhat / Business of Ideas
Creative Director: Ankit Sharma
Creative Producer: Harshit Desai
Director: Vibhu Puri
Producer: Dileep Nair / Escaping Elephant
Director of Photography: Savita Singh
Music Composer: Rooshin Dalal
Singer: Aditya Gadhvi
Singer: Vatsala Patil
Sound Engineer: Kunal Dabholkar / Sounds Good Studio
Executive Producer: Raza Surti / Escaping Elephant
Art Director: Ram Chavan / Escaping Elephant
Line Producer: Jigar Shah / Escaping Elephant
Costume Designer: Nivedita Das / Escaping Elephant
Producer: Aneel Murarka / Ample Missiion
Producer: Manish Murarka / Ample Missiion
Associate Creative Director: Gagan Bindra / Scarecrow Communications
Senior Copywriter: Vaishakh JhunJhunwala / Scarecrow Communications
Senior Account Executive: Gargi Agarwal / Scarecrow Communications


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