India – “Heartbreak” anti-bidi smoking campaign launched

The Ministry of Health and Family Welfare launched a mass media campaign on bidi smoking and its association with cardiovascular diseases under the National Tobacco Control Programme. This is the first government-sponsored mass media campaign in the world that links bidi smoking to heart health.

The campaign has been developed with technical support from the World Lung Foundation. Its main message is – ‘Quitting smoking is hard, but the consequence of not quitting is harder’.

The campaign advertisement comprises two public service announcements – ‘Heartbreak’ and ‘Surgeon’. This nationwide campaign will be aired in all major TV and radio/FM channels during August. The advertisements have been dubbed in 14 regional languages for pan-India coverage.

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More information can be obtained from Dr Jagdish Kaur, Chief Medical Officer, Directorate General of Health Services, Ministry of Health & Family Welfare ( and Vaishakhi Mallik, Communications Manager – India, World Lung Foundation (