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Mukesh

Length: 30s

Language(S): Hindi

Year: 2011

Adaptability Rating: Low

Licensing Rating: Easy

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target audience
Adult smokeless tobacco users
Key message

Chewing tobacco is dangerous for the health.

summary

“Mukesh” is the second in a series of ads aimed at growing awareness around the risks of smokeless tobacco. Launched by The Ministry of Health & Family Welfare, the campaign sought to build risk perception among young potential/early chewers and preventing initiation, while urging quitting behavior amongst existing chewers. The ad features testimony of a young person – 24-year-old Mukesh Harane from Maharashtra. It was created in India in collaboration with TATA Memorial Hospital where he was a patient and died as a result of his chewing habit.

transcript

DOCTOR VOICE: We are seeing about 50 patients a day. And that would add up to over a 1000 a month. 80 to 90 percent of our oral cancer patients are from chewing tobacco. This is Mukesh’s story.
PATIENT VOICE: I am Mukesh. I chewed Gutkha for only one year... and now I am getting operated for oral cancer....Maybe I won’t be able to speak again.
Text: Chewing tobacco kills. Quit today. DOCTOR VOICE: Unfortunately Mukesh could not be saved. And he was only 24.
DOCTORS VOICE: (Drumbeat) Khaini, Pan, Gutkha, Pan Masala ...They are all killers.

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