I Don’t Believe

Length: 30s

Language(S): English, Hindi

Year: 2020

Adaptability Rating: Low

Licensing Rating: Easy

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campaign Name
I Don't Believe
target audience
Smokeless tobacco users
Key message

Smokeless tobacco causes oral cancer and death.


The ad depicts a smokeless tobacco user who initially refuses to believe in the health harms caused by tobacco use. He is eventually diagnosed with oral cancer. He undergoes surgery but passes away from the disease. In the final scene, his family cries next to his hospital bed.


Man: “I don’t believe that tobacco kills,” “I don’t believe that tobacco kills.”
Man as he turns to doctor with signs of oral cancer: “I don’t believe…. that tobacco kills.”
VO: Some people just don’t hear our message. Quit tobacco and stay healthy to fight coronavirus.

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Adaptability Rating: High


Adaptability Rating: Low

Heart Attack

Adaptability Rating: Medium

Family Impact of Smoking

Adaptability Rating: Low