MUMBAI: Big FM, India’s No.1 FM radio network, known for its association with socially responsible events  today celebrated ‘World No Tobacco Day’ in a unique way by creating awareness about the ill-effects through an innovative first of its kind campaign ‘Dum Iddre Dum Bidi!’.

World No Tobacco Day (WNTD) is observed around the world every year on May 31 with an objective to discourage all forms of tobacco consumption.  The tobacco epidemic is one of the biggest public health threats the world has ever faced. According to a study, 2,500 people die in India everyday due to consumption of tobacco and smoking and many more suffer from asthma, bronchitis, various forms of cancer and other diseases.

Big FM organised a special squad consisting of 3 promoters dressed in skeletal suits carrying a BIG FM branded ashtray along with RJ Rohith, who went around the city to all the major areas with a branded ash-tray requesting smokers to quit smoking followed by giving them a lollipop as a token of appreciation to their support to the cause.

The second part of the event was organised at the Garuda Mall premises, where Reeth Abraham, national champion in long jump and heptathlon, and winner of the Arjuna Award, supported the cause by hitting the cigarette shaped punching bag, disseminating the message to quit smoking for a better and healthy tomorrow. Renowned RJ Rohith was also present at the event, encouraging the crowd to make the bold decision in favour of a healthier life.

Speaking about the celebration of the ‘Dum Iddre Dum Bidi!’, Big FM business head Ashwin Padmanabhan  said, “Tobacco has become one of the largest causes of deaths in the country and has almost reached the stage of an epidemic. Initiatives like this which celebrate ‘World No Tobacco Day’, go a long way in encouraging the population, especially the youth, to give up this habit for a healthy lifestyle. We would like to thank Reeth Abraham who agreed to come forward and support us for the noble cause.”