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Godrej aer social media activity #BreakTheSmokeBreak

Problem:

On World No Tobacco Day, everyone floods social media with advice on how people should quit smoking. But Godrej aer decided to do something more disruptive and effective.

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Solution:

It identified that the right time for a smoking intervention is when the person takes the smoke break. So, as an initiative linked to its musk.after.smoke fragrance, Godrej aer

decided to #BreakTheSmokeBreak and surprise smokers with fake "urgent" phone calls (like, "Your mom is at reception. Come back!" and  "Free biryani in office. Come quickly.")

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The campaign began on Facebook and Twitter, with Godrej aer asking users to share

details of friends who smoke, on a microsite. They could then pick an "urgent" message relevant to their friend and click "Call" during the friend's smoke break.  After which, a call would be placed immediately, breaking the smoke break.

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