The difference in the lighter boxes we placed was that the metal element was coiled in the shape of a pair of lungs. So every time someone pressed the switch, the coil not only heated up but you literally saw lungs burning. Effectively, the smoker was reminded that his lungs were burning up whenever he lit up a cigarette.

We put up these lighters at 100 ‘paan’ shops, each selling over 500 cigarettes every day. The message hit home whenever somebody lit up a cigarette, and also generated word of mouth. This exercise was implemented in Bangalore. CPAA now wants to take it forward to the rest of the country.