Salim Sulaiman and Tata Memorial Centre Launch Aaj Zindagi Jeete Hai Musical Anthem on World No Tobacco Day

On World No Tobacco Day, Tata Memorial Centre (TMC) partnered with Bollywood music composers Salim-Sulaiman to launch a musical anthem called Aaj Zindagi Jeete Hai to discourage youths from using tobacco. The anthem was written by celebrated lyricist Irfan Siddiqui and received support from Delhi Police. Tobacco usage is a major health concern in India, where 38% of cigarette smokers, 47% of bidi smokers, and 52% of smokeless tobacco users begin before the age of 10. The Covid-19 pandemic highlighted the link between tobacco consumption and risks for diseases such as cancer, tuberculosis, asthma, and cardiovascular diseases. The anthem aims to engage youths through music and promote a healthy lifestyle free of tobacco use. It is believed that such campaigns can converge the efforts of various organizations under the #IndiavsTobacco umbrella campaign and ultimately improve the health outlook of the people. The song, which is 2:05 minutes long, will be available on various audio streaming platforms such as Gaana, JioSaavn, and Apple Music. The accompanying video will be uploaded to Salim-Sulaiman’s YouTube channel, which has a reach of 1.84M subscribers. Additionally, to further amplify the campaign, flash mobs and engagement with youth communities will be organized alongside active promotion on social media throughout the month.