Viacom18’s youth & English entertainment brands launch anti-tobacco campaign

02 Jun,2017



Viacom18’s youth and English entertainment brands MTV, MTV Beats, Vh1, Comedy Central and Colors Infinity joined hands with Ketto, an online fundraising website, to launch an anti-tobacco campaign on ‘World No Tobacco Day’ on May 31. The campaign was not just aimed at creating anti-tobacco awareness but also encouraged people to donate in support of Kato’s initiative to help cancer patients.


Speaking about the initiative, Ferzad Palia, Head – Youth and English Entertainment, Viacom18 said: “We cater to a young and vibrant audience. And while everyone is aware that smoking or chewing tobacco is harmful, most young people do it anyway because it is perceived as ‘cool’ or sometimes due to peer pressure. What we are aiming to do through this unique five brand campaign is to try and speak to them in a language they understand – humour – to truly drive home the message. However, instead of just telling them to quit smoking, we’re also asking them to go a step ahead and donate to help those in need through our association with Ketto. The message is simple – give up smoking to save yourself and others too!”


Added Varun Seth, Founder, Ketto:“Our intent is to change lives by encouraging people to donate for a good cause. We are sure that our partnership with the youth and English entertainment brands of Viacom18 would help us spread the message. These brands are widely consumed by the young population of India, apt as our target consumers for the campaign is the youth.”


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