Consumption of tobacco and smoking is a major health concern in our country amongst individuals across age groups. With an endeavour to create awareness on the hazards of the same, BIG FM, one of the leading radio networks in the country, had recently introduced its initiative 'Sutta Chhod De Na Yaar’ urging its listeners to quit smoking. Celebrating World No-Tobacco Day, the radio network culminated its purpose-driven initiative and received an overwhelming response from its listeners. As part of the campaign, a distinctive reality show ‘Quitsvilla’, was curated to encourage smokers to overcome their addictive habit.
From a mother signing up her young son to receiving self-registration from a chain smoker of 25 years, unique sets of Jodis stayed at the ‘Quitsvilla’ house in their quest to kick the life threatening habit. BIG FM conducted a host of engaging sessions and activities to motivate the participants. Popular Bollywood actor, Jimmy Shergill visited the Quitsvilla house, interacting and encouraging the participants to quit the harmful habit. Additionally, celebrities like Manoj Bajpayee, Vijay Deverkonda, Sachin Pilgaonkar and Vikrant Massey also shared words of encouragement and spoke about their journey. Mr Satyanaran - Joint Commissioner of Police, Law & Order, Greater Mumbai also extended his support. Over the course of 48 hours in the Quitsvilla house, the participants engaged in various activities that included a sound healing singing bowl session with Manifestation Mentor, Manadda Patil, a yoga session by Guru Mansoor Baluch and a meet and greet with BIG RJs. This was followed by a musical evening with the Indian Idol fame singer Shahzan Mujeeb.
Commenting on the campaign, Sunil Kumaran, COO, BIG FM, said, “With Sutta Chhod De Na Yaar campaign, our aim was to urge our listeners to prioritise their health and well-being. The participants in the Quitsvilla house truly showcased their unwavering determination, drawing closer to achieving the ultimate goal of quitting the habit. We are glad to have taken a significant step towards creating awareness regarding the perils of smoking through this campaign. With the constant support from celebrities, doctors, psychologists and other experts, the initiative acted as a catalyst to enable people to choose a healthier lifestyle.”
Sutta Chod De Na Yaar campaign was championed by 4 BIG FM RJs - RJ Abhilash, RJ Rani, RJ Dilip and RJ Vrajesh. While RJ Abhilash touched upon a deeply personal account about losing his father to the dreadful habit, RJ Rani took a closer look at the alarming rise of smoking amongst women. RJ Dilip, related to the motivational side of the campaign emphasising on willpower, whereas RJ Vrajesh looked upon the hard-hitting aspects backed by facts and a doctor. The campaign was extensively promoted on social media, on-air and across other platforms. The impactful initiative is perfectly in line with BIG FM’s philosophy of ‘Dhun Badal Ke Toh Dekho’, driving a positive change in society.