#DontSmokeBecause there are nicer things to do: Godrej Aer

Godrej Consumer Products Limited released a Twitter crowd-sourced commercial for their air freshener category, Godrej Aer. Conceptualised and produced by Creativeland Asia, Mumbai, the advertisement, titled '#DontSmokeBecause', was launched on the twitter handle of @Godrejaer and asked people to write in their reasons to avoid or quit smoking.

The campaign, a Twitter crowd-sourced song, was compiled with 2,704 tweets posted by people across India and filmed with the support of 330 people, including young college students, senior citizens, working professionals and singers, amongst others. The idea behind the campaign was to get people to write the lyrics themselves.

Anu Joseph, Executive Creative Director, Creativeland Asia, said, "In the early days of Twitter we had created a successful twitter-based campaign to track inventory for Hippo. Since then we have continued to push ourselves to use social media properties for client partners to create value-based differentiation. #DontSmokeBecause is a step-towards using the 140-character platform inventively."

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