Two fingers walk around coffee cups, a cigarette jutting out from where one meets the other. It represents a penis — as the ash falls, so does the erection, showing how smoking can make you impotent. This anti-smoking viral video, made by students of IIT-Delhi, has been grabbing eyeballs ever since it went online — first, for the novel idea, and then, when viewers discovered it was not so novel after all.
The creative is under fire from netizens for being a copy of a similar ad released by the National Health Service in the UK about three years ago.
“Copied concept. Shows that IITians are capable of bull crap too..!,” reacts Siddharth Vijayan on Youtube. “When I saw the ad for the first time, I was really impressed, but after getting to know that it is copied, I’m totally put off. Wish they could get original, at least for the sake of the institute,” says Garima Gupta, 21, a final year B Tech student at Netaji Subhash Institute of Technology. Students from IIT have a different take. "The video was made by the Board of Students Welfare (BSW) for internal viewing, and with a cause. No one thought it would make it so big, it’s just hard luck,” says Abhishek Jain, a second year student of B Tech at IIT-Delhi.