The movement was anchored by joining the ISL as Quit Smoking Partner. 8 celebrities such as Lisa Ray, Atul Kasbekar, Rannvijay, Mary Kom, Baichung Bhutia, Neil Nitin Mukesh, Devi Sri Prasad and Manish Paul were signed up for each of the respective 8 ISL teams. These celebrities were driving support from fans of their team to join the movement through their personal social media pages. ISL co-opted the cause. On air, the celebrities appeared in pre-match shows driving support for their team to join the movement; while custom branding elements such as a Quit-O-Meter kept a track of how many quitters had been enrolled for each side; besides the perimeter branding and graphics.
Besides the 140 million TV audience, we got an opportunity to sample to the over 1 million predominantly male ground audience at ISL through on-ground kiosks. Even the no-smoking signs in the ground were transformed into #UQuitIQuit. The movement carried forward into hotstar.com and StarSports.com on digital.
This movement got heavy PR coverage with leading dailies, and news channels covering this movement in detail.
In addition, strategic tie-ups were struck on TV and radio.
NewsX on TV had a content series over 3 weeks, where the journey of quitters was tracked over the period, and their reactions recorded. Key anchors participated in the #UQuitIQuit cause.