MUMBAI: “Smoking and consumption of tobacco is injurious to health”. From cigarette packs to movie screens to social media, no statutory warning has been nailed into our psyche more than this one. But despite the deluge of advisories and cautionary messages, the rise in tobacco usage continues to be a grave concern world over, especially amongst the youth. The upshots of this addiction is unnerving, with dhue ka challa bringing us close to ashes within a snap of our fingers! If it isn’t too late already, this menace should stop now. This World No Tobacco Day, MTV and MTV Beats, brings a hard-hitting yet a quirky message for all the tobacco users echoing loud and clear – It’s time to Quit!

MTV’s brand film shows a guy who is trying to quit and is having the last cigarette of his life. In this special moment, he has his friend’s support who motivates to get through this hurdle. Not only that, his last cigarette joins him in this overwhelming moment and says, “Dhuaa mein yaad rakhna”. Not able to hold his emotions any longer, the guy keeps up to the promise and burns out his last cigarette. With a tinge of comedy, MTV puts it out, spot-on that, “Cigarettes are Lame. Quit.”

(Also read: MTV and MTV Beats salute the undying spirit of COVID-19 warriors with #RahoMusicallyPositive)

MTV Beats brings MTV Beattweet which conveys peoples’ conversations & strong opinions on social media via music. Based on the conversations on social media, MTV Beats will create innovative beats around the same and add a voice to the messages that will be released on World No Tobacco Day. The campaign will musically package people’s emotions towards the consumption of Tobacco, in partnership with rap-sensation Shloka to spread a common cautionary message in an uncommon way. The video will address the danger smokers are putting theirs & other’s life through.

 So, wake up before it is too late and say, Tobacco is Lame, with MTV and MTV Beats!

(Also read: MTV Beats brings a heady mix of love and music to drive away your lockdown blues )