SALAAM LIFE SALAAM BOMBAY
Poor refusal skills, no self-esteem and the inability to deal with peer pressure, amongst a host of other reasons, make children vulnerable to tobacco.
Salaam Bombay Foundation sends the youth a strong message that life without tobacco is a life worth living. There is much to achieve in life, a lot of opportunities to be grabbed.
SALAAM BOMBAY FOUNDATION develops life skills in children which then help them to live healthy, productive lives – to grab those opportunities!
Salaam Bombay Foundation is present in 220 Government schools reaching out to over 5 lakh children, providing them with the skills required to live a healthy and productive life.
The new track is targeted towards youth all over the country and LIFE JINEY KE LIYE HAI DOST, MAARNEY KE LIYE NAHI. This is the spirit with which SALAAM BOMBAY FOUNDATION fights tobacco addiction amongst children.
Today, all these children have become a part of the super army that fights the common enemy, tobacco. When was the last time you heard of a little girl who had the courage to stop a whole police station from using tobacco?
ZINDAAGI KI SUR KUCH ALAG HAI!!!
SALAAM BOMBAY FOUNDATION was approached by the Union Ministry of Health and Family Welfare to create a national anti-tobacco youth campaign that could spread this serious message in a manner appealing to the younger generation. The idea of a tobacco control ambassador for India was hit upon. But who? And what a task it proved to be – a search for an icon, a hero that the youth identified with, someone who espoused the same ideals as Salaam Bombay Foundation, who believed that children and tobacco don’t go together. AND SHAAN IT WAS!
SHAAN has never ever touched tobacco and has sworn never to in his life. SHAAN is a talented and accomplished singer with several super hit songs to his credit; a big name in the Bollywood music industry, he has a massive following among music-lovers all over the world. More importantly, he is an icon for the kids and the youth. SHAAN’S clean image and a determined anti smoking stance is all set to work wonders, on screen and off it. The taste of song and dance and not the taste of tobacco, sheer heaven!
On May 10th, 2011, SALAAM BOMBAY FOUNDATION in association with the MINISTRY OF HEALTH AND FAMILY WELFARE launched its Anti-Tobacco Youth Campaign with SHAAN as the tobacco control ambassador for India. The music video composed by SHAAN was released and he was announced as the brand ambassador for the first time. The sheer energy of the song and dance involving children reinforces SALAAM BOMBAY FOUNDATION’S pro life stance.
The film was shot at KAALA CHOWKI BAASTI. A huge crowd had gathered for the shoot, and everybody leaned out of their balcony eager to be a part of the film. The producer and director of this film are Chrome Pictures. Chrome Pictures has had a meteoric rise in the business of ad-film production. Among the top three production houses in the country, Chrome Pictures are known for the ‘What an idea Sirjee’ series of ads, the SBI Insurance Films, the Tata Sky Aamir Khan films and the KBC promotional films. They are known for their ability to draw out nuanced performances as also their brilliant casting, which is quite apparent in this video.
The lyrics have been co- written by Rekha Nigam. Rekha Nigam is a veteran in the media industry with over 30 years in the business. Apart from the scripts of the acclaimed films ‘Parineeta’ and ‘Laaga Chunari Mein Daag’, she has written several acclaimed campaigns and won several Ad club and CAG awards. Notable among them is the ‘Campaign of the year’ award for her ‘Salaam Bombay’ campaign in 1992 which is a case study for all Public service advertising in India.
The campaign was launched at the Tata Memorial Hospital with special dignitaries on board.
LIFE SE PANGA MAT LE YAAR… PHEKO TAMBAKKU, APNAO ZINDAGI……JIYO SHAAN SE!