Vivek Oberoi, Urmila Matondkar and veteran actor Shashi Kapoor have come together to act in an ad film against the use of tobacco.
Saathiya director Shaad Ali has directed the film. It will be aired in theatres and on all television stations from May 31, which has been declared 'No Tobacco Day'.
The concept for the film comes from adman Prasoon Joshi of McCann Erickson; Joshi is the brain behind the highly popular Coca Cola advertisements starring Aamir Khan.
The music for the anti-tobacco ad has been scored by Shankar, Ehsaan and Loy.
Speaking to rediff.com, Anita Thevar, general manager, Cancer Patient Aid Association, says, "I asked Vivek if he would do this small campaign against tobacco for us. He readily agreed and told me Shaad Ali [who directed Vivek in Saathiya] was also willing to help out. We have created a 40-second spot advertisement."
CPAA is a non-government organisation, established in 1969. It helps cancer patients and fights against the use of tobacco.
Last year, the CPAA had undertaken a signature campaign by Indian cricketers to support their cause.
"Everyone has been very supportive," says Thevar. "The film needed for the shoot was provided free of cost by Kodak India. It was processed, free of cost, by Prasad Laboratory."
In the film, Vivek says smoking is bad for health, whereas Urmila underlines the fact that every cigarette one smokes reduces one's lifespan by eight minutes.
"This concept [an public service ad film] is new to us. It is a unique kind of advertisement. We have taken these actors back to their school days," says Shaad Ali.
When asked why he wanted to be associated with this project, he says, "I have been trying to quit smoking for quite a long time. But I have not been able to give it up completely. I am sure this film will encourage others to stop smoking."