MUMBAI, INDIA – In a powerful and emotionally charged campaign for World No Tobacco Day, insurance aggregator Policybazaar in collaboration with integrated creative and digital agency Social Panga, has launched a poignant short film that subverts the traditional anti-smoking narrative. The campaign reframes the conversation by moving beyond the usual appeals to quit, instead forcing viewers to reckon with the irreversible consequences of inaction.
At the core of the campaign lies a simple question: “What do you regret most?” The film opens with a series of candid, seemingly unremarkable responses from young individuals. But as the stories unfold, what appears to be casual introspection is quickly reframed – each person in the film is a victim of tobacco related harm. Their “regrets” are not fleeting disappointments, but haunting reminders of lives cut short.
“We knew that this was not the place for metaphors or melodrama” says Gaurav Arora, co-founder, Social Panga. “Our creative goal was honesty; to showcase these stories without any artifices. We crafted the grounded, docu-style execution to make the viewer feel as if you’re sitting across from the characters. Most anti-smoking ads focus on what it does to your body, so we decided to shift gears and show what it takes away – time, family, choices.”
With its 90 second runtime, the film delivers a visceral emotional impact, crafted to leave an impression. The campaign is supported by a robust distribution strategy across creator platforms and social media, aiming to reach millions of young Indians — a demographic teetering on the edge of life-altering health decisions.
