Smokers are an obstinate bunch. No matter how much you try to counsel them, your advice always falls on deaf ears. No matter how many times they promise to quit, they go back to their habit without fail every single time. They all know the perils of smoking, but they choose to ignore them.

The guys from Cancer Patients and Association (CPAA) wanted to give smokers a not-so-gentle reminder about the dangers of smoking. They noticed that cigarettes are usually sold loose in India. And hence, most shops come fitted with electric lighters. So, they decided the use the lighter itself as the medium to communicate their message to smokers; “Smokers die younger.”

What the electric lighter says will haunt you. Watch this video to find out.