India — The Indian Cancer Society (ICS) launched a new awareness campaign for World No Tobacco Day, using a mix of emotional and rational messaging to encourage smokers to reconsider the impact of tobacco use.
Created by brand adoption agency Sideways, the campaign departs from the usual scary, graphic imagery often seen in anti-smoking ads, and instead leans into a fresh, simple approach to target two types of smokers: those driven by emotion and those by logic.
Through thought-provoking messages, this year’s campaign was designed to create moments of self-reflection and honest conversations about the true impact of smoking, encouraging smokers to think beyond themselves and consider the impact of tobacco on their health and the people around them.
This also points to a major milestone, as the Indian Cancer Society celebrates their 75th anniversary this year.
Mrs. Usha Thorat, Managing Trustee and Honorary Secretary of the Indian Cancer Society, said the initiative forms part of their ongoing efforts to reduce tobacco-related cancers through awareness and prevention.
“In our commitment to controlling incidence of such cancers, we believe that raising awareness is the first step towards prevention,” said Thorat.
This also marks another chapter in the long-standing partnership between the Indian Cancer Society and Sideways, which have worked on a range of awareness initiatives over the years.
“Our decade long association with the Indian Cancer Society has always yielded some powerful work. And we’re happy to keep that momentum going,” said Sideways Founder Abhijit Avasthi.
The campaign went live on May 30, 2026 across digital and social channels, alongside outdoor billboards across Mumbai.
