Seen+Noted: Sick ambient

Here’s an ambient campaign from Publicis Ambience Mumbai that really caught Campaign Brief Asia’s eye. Gutkha, an indigenous form of tobacco, has become a fixture in the mouths of millions of Indians causing 80,000 cases of oral cancer annually. After Gutkha is consumed, the leftover juice is usually spat onto a wall, causing an unsightly red stain that stays. These stains have become a part of the landscape. When Cancer Patients Aid Association wanted to make the masses aware of the evils of Gutkha, they used these stains to advantage and created graffiti around them that looked as if the Gutkha user was puking blood. Even with a miniscule budget of just $3000 the message spread over 23 cities.

Credits: National Creative Directors: Ashish Khazanchi & Prasanna Sankhe. Copywriters: Nikhil Panjwani, Mayuresh Wagle. Art Directors: Shantanu Suman & Siddesh Khatavkar.