The Indian Cancer Society, in collaboration with Sideways Consulting, has been inducted into a leading advertising hall of fame for its World No Tobacco Day campaign, recognised for its sharp clarity of thought, originality and effective execution.
Breaking away from the sombre tone typically associated with anti-tobacco communication, the campaign uses humour as an entry point to deliver a hard-hitting message. The short film adopts a prank-style format, featuring real people rather than actors, and captures their unfiltered reactions as they are confronted with the consequences of smoking. What begins as a light-hearted setup gradually unfolds into a moment of realisation, reinforcing a powerful truth: cancer warnings on tobacco packs exist for a reason.
The campaign was creatively head by Sameer Sojwal, ECD at Sideways
Released on World No Tobacco Day, the film serves as a reminder of the severe health risks associated with tobacco consumption, including the possibility of premature death, while urging smokers to take statutory warnings more seriously.
The campaign was evaluated as part of the IMPACT Hall of Fame 2025 by the magazine’s editorial board. Entries were assessed on parameters such as strength of idea, originality, narrative impact, creative and production execution, and cultural relevance, with the Indian Cancer Society–Sideways Consulting effort standing out for its simple yet striking approach to public health communication.
