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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.

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.")

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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