It started out as a hashtag. It is now a song based on a democratic message, which is compiled with 2704 tweets posted by people across India and filmed with the support of 330 people.
#DontSmokeBecause was launched on the twitter handle of @Godrejaer and asked people to write in their reasons to avoid or quit smoking.
Within five days of the launch thousands of tweets came pouring in. And hundreds of reasons. Soon after this the video was filmed with the support of people including young college students, senior citizens, working professionals, singers, amongst others.
Anu Joseph, Executive Creative Director, Creativeland Asia, says,
In the early days of Twitter we had created a successful twitter-based campaign to track inventory for Hippo. Since then we have continued to push ourselves to use social media properties for client partners to create value-based differentiation. #DontSmokeBecause is a step-towards using the 140-character platform inventively.