Something that's intrinsic to Indian society is a strong respect for what authority figures have to say – parents, teachers, bosses, coaches. So we figured that smokers would be more likely to listen to them than anyone else. All our lives, authority figures from teachers to parents to have told us to never quit. To keep going. Perseverance pays off – or does it? Are there some things we should be quitting?

We launched a print and social campaign where real authority figures respected in their communities were now telling you to quit. But not quit everything of course...just smoking.

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