Club FM launched a World No Tobacco Day campaign that used an unusual on-air disruption to draw attention to the health impact of smoking.
As part of the initiative, the station set its clock back by 20 minutes, prompting confusion among listeners across Kerala and triggering calls, messages and social media speculation about a possible technical issue.
The disruption was later revealed to be part of an awareness campaign built around the message: “Every cigarette can reduce your life by approximately 20 minutes.”
By symbolically 'returning' 20 minutes to listeners, the campaign aimed to create curiosity while encouraging conversations around tobacco consumption and its long-term consequences.
According to the station, the idea originated from Reshma, a member of Club FM’s technical team, before being developed into a wider statewide campaign.
RJ Rafi, Creative Head, Club FM, said, “It shows that great ideas can come from anywhere, and that Club FM is a place where creativity is valued.”
Jayakrishnan, General Manager, Club FM, said, “Club FM has always believed in creating disruptive content that sparks conversations. We constantly challenge conventional media thinking, and this campaign is another example of how radio can still surprise people and make a meaningful impact."
Mayura Shreyams, Director, Digital Operations, Mathrubhumi Group, added, "As a legacy media brand, we believe in pushing boundaries and attempting ideas that others may hesitate to try. This campaign demonstrates the courage, creativity, and commitment of our team. I congratulate everyone involved in bringing this powerful idea to life."
The campaign highlights how radio broadcasters are increasingly using experiential and disruption-led formats to drive public awareness messages beyond traditional advertising approaches.
