On World, No Tobacco Day, May 31, BIG FM, one of India’s prominent radio networks, launched the second season of ‘Sutta Chhod De Na Yaar’ to combat the widespread habit of smoking induced by stress and fast-paced lifestyles.

According to a press release, this initiative aimed to raise awareness about the dangers of smoking and tobacco use through a multifaceted approach involving radio broadcasts, celebrity endorsements, expert insights, and digital engagement.

With tobacco claiming over 8 million lives annually, BIG FM’s initiative built on the success of the previous season, introducing new engaging elements to amplify its impact. Led by Mumbai RJs RJ Vrajesh, RJ Rani, RJ Abhilash, and RJ Dilip, the campaign featured a four-week drive across radio and digital platforms.

The first week focused on awareness and registrations, followed by inspiring stories shared by listeners and celebrities like Yuvraj Singh, Vikrant Massey, and Manoj Bajpayee in the second week. Health experts provided valuable insights during the third week, and the campaign culminated with live updates from ‘QUITSVILLA,’ a 48-hour immersive monitoring session at Della Resorts in Lonavala.

Participants at QUITSVILLA shared their stories while enjoying performances and sessions by various artists and celebrities, making the campaign a supportive journey for those committed to quitting smoking. Sunil Kumaran, COO of BIG FM, emphasized the importance of promoting healthier lifestyle choices and the success of the campaign in inspiring listeners to embrace a smoke-free future.

Sponsored by the Life Insurance Corporation of India and Zuno General Insurance Limited, ‘Sutta Chhod De Na Yaar’ Season 2 not only raised awareness about tobacco-related illnesses but also encouraged discussions and highlighted the urgent need for change towards a healthier society.