MediBuddy, a digital healthcare provider in India, has launched a campaign titled #NoPuffPlease ahead of World No Tobacco Day. The initiative encourages smokers to stop smoking not only for their own health but also to protect others from passive smoking.
Central to the campaign is a music track titled “Love You Bro… But Not Your Smoking.” Unlike campaigns that use fear or statistical warnings, this effort adopts an emotional, peer-based message through music. The track was developed entirely using artificial intelligence — from the lyrics to the composition.
The campaign responds to increasing concerns over smoking-related health issues. Data from the Global Adult Tobacco Survey (GATS) shows that India has more than 267 million tobacco users, and 28% of Indians aged 15 to 24 are regular smokers. The World Health Organization’s 2024 report adds that over 40% of non-smokers are exposed to secondhand smoke, often in homes or public spaces. Passive smoking causes approximately 1.2 million deaths globally each year, with a significant portion of these occurring in India.
“MediBuddy believes preventive care begins with awareness,” said Manu Sankar Das, Head of Brand Marketing, MediBuddy. “The statistics on smoking are deeply concerning, especially among the younger demographics, and as India’s largest digital healthcare company, MediBuddy feels the urgent need to connect with this demographic differently, as traditional hard-hitting advisories often miss the mark. The #NoPuffPlease campaign and the AI-crafted anthem 'Love You Bro… But Not Your Smoking' are consciously moving beyond scare tactics. Instead, by harnessing AI to create a relatable song from lyrics to rhythm, we're adopting a peer-driven approach. Our aim is to genuinely resonate with young adults, highlighting how smoking impacts not just their personal health, but profoundly affects the well-being of their friends, family, and even strangers, ultimately straining the relationships they cherish. It's a call for collective responsibility and healthier connections.”
The anthem, using a mix of Hindi and English with a street-style rhythm, conveys the message that while friendships matter, smoking habits can negatively affect others’ health. The campaign seeks to prompt conversations about secondhand smoke and its broader impact.
Through this release, MediBuddy aims to make it easier to ask friends and family to stop smoking — not only for their own benefit but for those around them.
