National: In response to the increasing stress and fast-paced lifestyles that have normalized smoking, BIG FM, a prominent radio network in India, relaunched the second season of ‘Sutta Chhod De Na Yaar’ on World No Tobacco Day, May 31st. This initiative aimed to raise awareness about the dangers of smoking and tobacco use. Over four weeks, the campaign utilized a multifaceted approach including radio broadcasts, celebrity endorsements, expert insights, and digital engagement to promote positive behavioral change. Additionally, it featured the quirky reality show ‘QUITSVILLA,’ motivating participants to quit smoking.
Tobacco claims 8 million lives yearly, 7 million directly and 1.2 million through second-hand exposure. BIG FM’s ‘Sutta Chhod De Na Yaar’ season two, led by MumbaiRJs, drew 11 participants through a robust radio and digital outreach. Weeks one and two prioritized awareness, featuring stories from Yuvraj Singh, Vikrant Massey, and Manoj Bajpayee. Health experts shared insights in week three to support quitting efforts.
Throughout the final campaign week, participants at “QUITSVILLA” in Della Resorts, Lonavala, engaged in a 48-hour immersive session. They shared personal stories while enjoying live performances by various artists and celebrities like Sanvikaa and Saad Bilgrami from Panchayat season 3, thus creating a supportive journey for those committed to quitting smoking.
Sharing his thoughts, Sunil Kumaran, COO, BIG FM, said, “Despite health hazards, smoking is prevalent amidst people due to cultural acceptance. With its normalization, the increased health risks highlight the need for change. The first season of ‘Sutta Chhod De Na Yaar’ successfully educated the masses and ensured the message resonated with them. Building on BIG FM’s commitment to promoting impactful initiatives, this year we aimed to elevate the awareness wave. Through our engaging activities and focused communication, we have effectively inspired our listeners to embrace a healthier, smoke-free future.“
The sponsored campaign, Sutta Chhod De Na Yaar Season 2, achieved its goals by raising awareness about tobacco-related illnesses, promoting healthier lifestyle choices, and emphasizing the need for change.
