The Indian Cancer Patient Aid Association (CPAA) and Montreal’s Bleublancrouge have joined forces to snuff smoking. The pro-bono print campaign, ‘Cigarettes Smoke People,’ launched in India last month.

The campaign depicts smokers’ limbs as burning cigarettes, illustrating that the cigarette always wins, explains Gaëtan Namouric, EVP/CD at Bleublancrouge. ‘It’s the same thing we’ve been trying to say for 20 years, but we wanted to give it a new twist.’

The Indian CPAA was chosen by the agency due to the mass of smokers in India. ‘It’s a good demonstration that we can be the same, or we can be different, but we can speak the same language,’ Namouric says, of bridging the cultural gap.