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Trade cigarettes for dream car

entertainment Updated: May 30, 2011 15:13 IST
Nirmika Singh

This should probably drive home a point to smokers. In an attempt to raise awareness about the dangers of tobacco, a city mall has created life-size replicas of a car, shoe and home theatre system, all made entirely out of imitation paper cigarettes. With a tagline proclaiming ‘Your Cigarette Costs You This,’ the art pieces aim to urge smokers to spend money on goods they aspire to buy, rather than on cigarettes. The exhibition, titled Drop Smoke, Instead Shop, moves away from conventional campaigns that focus on the ill effects of smoking.

“Smokers often ignore harsh warnings, so we wanted to send out a unique message, help them understand the opportunities they lose out on and how they could use money spent on smoking to buy their dream car or a pair of shoes,” says Pritti Ravindra, vice-president marketing, High Street Phoenix.

smokingMade by 50 people, this exhibition together in eight days. Almost two lakh paper cigarettes went into making the car and 15,000 and 30,000 pieces to create the shoe and home theatre respectively. On display since May 28, the exhibition has been attracting curious visitors. "People stop, look and take pictures. The uniqueness of the whole project has worked," says Rati Shroff, assistant manager, Corporate Communication, who helped create the installations. The six-foot large shoe hangs from the ceiling at the Sky Zone, while the car is in the Courtyard. The home theatre is at the Grand Galleria in the mall.