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Published/Aired: 
February 2007
 Family
 Family

Description

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.

Caption

Second hand smoke kills

Advertising Agency: Ogilvy & Mather, Mumbai, India
Creative Director: Piyush Pandey, Abhijit Avasthi
Art director / Copywriter / Illustrator: Shailesh Khandeparkar
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writergeekdez's picture

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.

....3 seconds later, the recipient throws away the dummy and lights up a smoke.

Dumb.

writergeekdez
Activity Score 255
Copywriter
msred's picture

LOL!

msred
Activity Score 491
Graphic Designer
the_ashlands's picture

ten to one the store owners dont hand out a single dummy cigarette out of fear of losing business....a dummy idea.

the_ashlands
Activity Score 1394
Graphic Designer |

www.ashlandic.com

ellehcimeo's picture

why, exactly, would a shop owner be moved to hand over a cigarette with such a message as might prevent a sale of a pack of cigarettes? what possible reason would they do this?

here's the scenario:
O&M: "hey shopkeeper, hand these out so people will stop buying and using cigarettes, and you will likely lose alot of business in the process"

Shopkeeper: "okay. that sounds like a great idea. i don't want any business anyways"

nice try though.

ellehcimeo
Activity Score 3376
Art Director
the_ashlands's picture

ha..beat you to it!

the_ashlands
Activity Score 1394
Graphic Designer |

www.ashlandic.com

ellehcimeo's picture

it would appear that this time, you got the better of me. there will be a next time, oh yes, there will be a next time.

ellehcimeo
Activity Score 3376
Art Director
the_ashlands's picture

mwahahah

the_ashlands
Activity Score 1394
Graphic Designer |

www.ashlandic.com

kre8's picture

who the hell asks for "any brand of cigarette?"
this is shite, though from a great agency.
o&m mumbai - are things slipping?

kre8
Activity Score 989
Copywriter
umbee's picture

bad placement of creative.

umbee
Activity Score 36
Art Director |

umbee.com

joey hayashi's picture

who the hell asks for "any brand of cigarette?"
>>>I Strongly Agree!

Sigh...

joey hayashi
Activity Score 28
Other
thelastword's picture

Proof that smoking affects brain. I'm sure the brain behind this ad is a chain smoker.

thelastword
Activity Score 14
Creative Director
whitespace's picture

If I were the shop owner I'll show my customers the dummy ciggy and have a good laugh.

It'd be much more effective if it was actually placed in real packs of cigarettes.

whitespace
Activity Score 1953
Creative Director
Scam Detector's picture

The award shows are coming up! Anything goes!

Scam Detector
Activity Score 1048
General Manager
kre8's picture

i seriously doubt that this will make the slightest dent at the award shows...
but, like an arse, everyone also has an opinion./../...
and thats mine.

kre8
Activity Score 989
Copywriter
Scam Detector's picture

To give you an insight, ambient and alternative media are the new buzz in Asia so you better take a shot. Especially when you are a rich agency, you never know if the judges are in your favour.
Back to your arse.

Scam Detector
Activity Score 1048
General Manager
kre8's picture

wow, thanks for your amazing insight.
i never would have known that this is the new "buzz" category in asia.
back to your 1999.

kre8
Activity Score 989
Copywriter
Scam Detector's picture

Your arse is making funny noises again.

Scam Detector
Activity Score 1048
General Manager
kre8's picture

your wit is killing me.
can you educate me on any other categories that are emerging in asia? i really need your help and guidance as we, over here in the usa, are in fact clueless.
any advice you could give is invaluable.
holding my breath...

kre8
Activity Score 989
Copywriter
Scam Detector's picture

You taking me for the piss or what?

Looking at the majority of US advertising I can say that you are definitely clueless. Just take a look at the rubbish shown during the Superbowl, yawn.

Btw, I'm looking for a good copywriter. Your portfolio any good? And for how much would you move that funny arse of yours to Asia?

Scam Detector
Activity Score 1048
General Manager
Vudu6's picture

You read my mind!

Vudu6
Activity Score 81
Copywriter
chintan ruparel's picture

Piyush Pandey, Abhijit Avasthi...these two indian advertising gems are doing this!! im surprised, like, really shocked! c'mon guys, you'll are truly gr8 and such bad ideas!!

chintan ruparel
Activity Score 1516
Copywriter |

~ old habits die hard, older ones never do ~

drunk dave's picture

Where can i buy this brand? Sounds realy cool... remember DEATH cigarettes, those were excellent.

drunk dave
Activity Score 1066
Copywriter at Publicis South Africa
aadi's picture

This is so sucky man...and the worst part is that it comes from some of the most distinguished
pros in Indian advt...*puke*

aadi
Activity Score 230
Copywriter
drunk dave's picture

Where can i buy this brand? Sounds realy cool... remember DEATH cigarettes, those were excellent.

drunk dave
Activity Score 1066
Copywriter at Publicis South Africa
Desi's picture

SOmeone in Ogilvy India obviously beleives in quantity (at award shows) over quality.

Desi
Activity Score 1042
adoholic's picture

c'mon O&M...what the hell??? it's coming from a guy who's always seen with a cigar in his hands. piyush pandey pls first quit smoking yourself and then do something like this. and the idea itself is quite forced.

adoholic
Activity Score 8
Copywriter
act's picture

As if not enough harmful substance in a cigarette, now you're adding some harmful ink onto it?

act
Activity Score 535
Art Director
preeti_dhata's picture

its been done bfore...

preeti_dhata
Activity Score 85
Copywriter |

creative chaos

AdDavid's picture

i bet the names used wr not involved in this. hope they r aware, or at least i wud like to believe that.

AdDavid
Activity Score 406
Other
addyong's picture

Cute...

addyong
Activity Score 155
Art Director |

Give Me a Hell Yeah!!!

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