Smoking is known to lead to life-threatening conditions such as heart attacks, lung cancer, and a host of other health issues. However, despite the known dangers, quitting smoking remains an incredibly difficult journey for many, often taking years of effort, relapse, and perseverance. The short film, created by the Indian Cancer Society, uses a clever metaphor to deliver its message through the fictional launch of a biscuit brand called Risski. The video shows uniformed promoters handing out free samples of the new biscuit at various public locations. “Sir, this is a new biscuit in the market called Risski. Would you like to try it with your chai?” they ask unsuspecting passersby. Reactions are swift and telling. Most people refuse outright, while others spit out the biscuit after just one bite. The camera then zooms in to reveal the biscuit packaging marked with a bold, cigarette-style cancer warning label. Despite their aversion to the biscuit, some individuals are seen smoking casually right beside the stall, driving home the campaign’s ironic twist. To raise awareness about the dangers of smoking, Bollywood legend Amitabh Bachchan shared a powerful new campaign video on social media on Monday with the caption, “T 5398 - Such an innovative idea ..”. Watch the video here: T 5398 - Such an innovative idea .. 🙏 pic.twitter.com/T0UGRLVKGM — Amitabh Bachchan (@SrBachchan) June 2, 2025 Online users agreed with Bachchan’s sentiments. One commented, “Innovative!” while another wrote, “This is definitely a great innovative idea.” A third user added a more colourful remark: “Innovative indeed! From paan-supari wholesaling to Bharat Bhavan’s spa-sha sing, looks like this entrepreneur is covering all the bases. A true renaissance man in the making.” The Indian Cancer Society, India’s national anti-cancer organisation, was founded in 1951 as a registered public trust under the Bombay Public Trust Act of 1950 and the Societies Registration Act of 1860. It is the first and largest organisation of its kind in Asia.
