Unlike most countries, cigarettes are sold in singles in India and most shops that sell them have electric lighters attached to the wall for their customers to use. An anti-smoking campaigner fitted the lighters with a device which plays the Indian death chant every time someone lights a cigarette. “Raam Naam Satya Hai” is chanted when a dead body is carried to the funeral pyre. Most smokers observed in this experiment couldn’t bring themselves to light up.
Update: here’s the YouTube clip: