Newspaper Ad Public Service Single Unit

Client: Dainik Bhaskar
Creative Firm: Purple Focus Pvt. Ltd. - Ahmedabad, Gujarat, India
Creative Team: Aarish Nandedkar - Copywriter; Vipin Rathore - Designer

Whether you can read Hindi or don't even recognize the type as your own, the image requires no translation: a fresh-faced, long-lashed baby is smoking, or at least is suggesting the motion of it. Purple Focus Pvt. Ltd. in Indore, India created a powerful public service ad released on the occasion of the WHO's World No Tobacco Day with an aim to educate people about the harmful effects of smoking on family members, especially children. "It is an insight that an average smoker realizes in his heart that smoking is not good for the health of his loved ones, but is too caught up by the habit to quit," Purple Focus says. "Considering this fact, we decided to create an in-the-face type of advertisement where we used a cute infant, delivering a shocking statement that he smokes with his father every day." The minimalist, stark treatment underscores the seriousness of the message while emotionally and emphatically appealing to the heart of a smoker who shares his or her home with small children who are impressionable in more ways than one.