People of Kochi got to experience this unique ad campaign initiated by Mathrubhumi in order to create awareness among public about the harmful effects of tobacco. With the help of Kochi City Police and the Corporation of Kochi a creative installation at the Vytilla junction was made. It is in shape of a time bomb that is ticking away that can explode any moment. The structure of time bomb has dynamites replaced by cigarettes. The concept was aimed at giving people a real feel of the risks involved in smoking.
Cigarettes made from PVC pipes and a timer clock was attached on both sides of the installation to give a more realistic look. The caption on the installation read, ‘Every second you smoke a cigarette, you’re getting closer to death’.
The creative installation was designed by Maitri advertising suggesting public the fatal consequences of smoking and passing on the message loud and clear that every smoker is like a ticking bomb.