No smoke without pyre

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:

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