RED FM’s ‘Cigarette Santa’ urges Bengalureans to quit smoking
RED FM has come up with its ‘Cigarette Santa’ campaign to help the citizens of Bengaluru to quit smoking and live a healthy life. In Karnataka, passive smoking is high with 44.3 % of adults at home and 37.2% in public places exposed to it and 1 in every 3 adults in the state is a tobacco user. RED FM, a brand that believes in being a provocative entertainer has taken up the cause of cigarette smoking, a cause of social significance to Bengalureans. The campaign is an exciting concept and has an interesting format to spread awareness to the masses.
Santa goes to catch hold of smokers around the city. He carries a bin along with him and encourages smokers to stub their cigarettes. He then collects the cigarette butts from them in exchange of a gift of life and urges them to quit smoking.
Commenting on the campaign, B. Surendar, Chief Operating Officer, RED FM said, “Red FM as a brand is always known for providing high quality entertainment with purpose. Over the past few years, we had successfully executed several hi-impact CSR activities under the banner ‘Bajao for a cause’. In our latest initiative titled ‘Cigarette Santa’, we are using the festive ambience to create awareness amongst Bengalureans on the ill effects of smoking and passive smoking. Other than engaging listeners on radio and digital platforms, we are also doing an innovative and interesting on- ground campaign focused on public smoking in particular. Going by the strong and enthusiastic response till now, I am convinced we have taken up the right issue which is of huge concern not just in Bengaluru but all over Karnataka.”
The exciting ‘Cigarette Santa’ campaign has been inspired from the popular belief of Santa Claus arrives with presents to an individual’s home on Christmas Eve. The twist in ‘Cigarette Santa’ is to help people have a prosperous Cigarette Free New Year. RED FM evokes the authorities to have stringent rules on public smoking by educating its listeners for a smoke free lifestyle.
Talking about the effectiveness of the campaign, Manjunath Prasad, Commissioner BBMP said, “Smoking has always been one of the biggest concerns. In India, a million deaths happen every year due to smoking and consuming tobacco products. This is an alarming issue and it is important to revisit the law in existence against smoking in public places. RED FM sensitizes this through their campaign and is commendable to see how they have amalgamated a fun element to discourage people from smoking. We would urge more corporates to come up with such innovative and fun campaigns for the public interest.”