In India, ‘Raam Naam Satya Hai’ is chanted when a dead body is carried to the funeral pyre. This chant is synonymous with death. cancer.org.in tried to leverage this well-known local idiom for an anti smoking message. Result was a chanting lighter. Fitted at cigarette shops in place of the regular lighters, this chanting lighter played the death chant, every time someone tried to light a cigarette.
As a result, most smokers were totally shocked by the bluntness of the message that they decided not to light their cigarettes there. Some of them, out of a sense of realization and horror, even threw the cigarettes away.