Mathrubhumi launches unique outdoor campaign on World No Tobacco Day in Kochi

Kerala’s formidable news media company Mathrubhumi Group spreads anti-smoking message via an impressive outdoor campaign installed at Vytilla Junction in Kochi on the World No Tobacco Day (31 May). Main objective of the campaign is to create awareness among public about the harmful effects of tobacco. The outdoor campaign is designed in a model of a ticking time bomb, made up of a bunch of dynamites represented by cigarettes, which eventually makes it looked like a ‘Cigarette Bomb’ reminding people about the after effects of smoking.

Created by Maitri Advertising in association with Kochi City Police, Corporation of Kochi and Mathrubhumi, the cigarettes used in the outdoor campaign were made of PVC pipes and a timer clock was attached on both sides. The caption on the installation reads ‘Every second you smoke a cigarette you’re getting closer to death’. The underlying message in the caption suggests that smokers are like a ticking bomb. Nine decades on, Mathrubhumi has successfully straddled tradition and technology in assimilating change from 1923 to this social media era. The newspaper’s evolution from letterpress to frontier advances in media has been made without sacrificing human values.