Chanting Lighter: In India, 'Raam Naam Satya Hai' is chanted when a dead body is carried to the funeral pyre. This chant is synonymous with death. So we tried to leverage this well-known local idiom for an anti-smoking message. Result was a chanting lighter. Fitted at cigarette shops in place of the regular lighters, this chanting lighter played the death chant, every time someone tried to light a cigarette.