BACKGROUND AND IMPLEMENTATION CHALLENGES: Music, a universal way of expression, has the unparalleled ability to transcend cultural and linguistic barriers to foster perceptional and attitudinal shifts. Leveraging music, along with digital media advocacy and influencer marketing in tobacco control represents a bold and innovative approach to catalyze change—especially among youth. In India, more than 54% of tobacco users started before the age of 10 (GYTS, 2019) making them highly vulnerable to tobacco initiation and addiction due to industry’s targeted marketing. Traditional tobacco control efforts often rely on public health campaigns using direct warnings and educational materials, there is an urgent need to reimagine anti-tobacco messaging to resonate more broadly and inspire change.
INTERVENTION OR RESPONSE: The musical anthem campaign "Aaj Zindagi Jeete Hain" (meaning, Let’s Truly Live Today), part of Vital Strategies’ India Vs Tobacco campaign, exemplified this innovation, celebrating the essence of living a healthier and tobacco-free life. The campaign leveraged multiple-stakeholders’ collaboration between India’s Tata Memorial Centre, Delhi Police, and Ministry of Health and Family Welfare, along with Bollywood’s music composers Salim-Sulaiman.
RESULTS AND IMPACT: The campaign garnered approximately 359 media stories across print, online, TV and electronic media with total PR value of USD 43946. The press conference of Mumbai was also covered by leading Indian TV news channel Aaj Tak. The campaign video, broadcasted on the YouTube channel of Salim-Sulaiman's Merchant Records having over 2.5 million subscribers, achieved more than 1 million views.
CONCLUSIONS: By combining music and digital media advocacy, the India vs Tobacco campaign serves as an innovative and replicable tool to amplify anti-tobacco health messages and encourage behaviour change.  Music, with its unique capacity to engage diverse audiences and enhance message retention is a powerful tool for public health campaigns and can shape youth attitudes in anti-tobacco efforts.