This Indian anti-smoking campaign is based on a clever platform. Network Advertising, based in Mumbai, India, created these public service messages with clear imagery.
By simply depicting the calloused hand of a smoker holding a family member between their fingers as if grasping a cigarette, the message in these ads is clear. The family members clutched between the forefingers look disappointed and frustrated with the smoking habit. The tagline then reads, “Smoking. Pleasure for you. Poison for your family.”