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Cancer Patients Aid Association (CPAA) has collaborated with ad agency Bleublancrouge on a series of PSA awareness ads in order to combat smoking addiction in India.

Here is a look at the first ads from this collaboration. The ads reverse the concept that people smoke cigarettes into “cigarettes smoke people.”

“The Bleublancrouge concept for the Cancer Patients Aid Association is hard-hitting and it will definitely make a difference in society,” explained Anita Peter, Director of the CPAA. “We need to create more awareness about this emerging epidemic.”

“This is a simple yet very clever way of telling smokers that the cigarette is always winning,” explained Gaëtan Namouric, who is the Executive Vice-President and Creative Director at Bleublancrouge.