CLUB FM TURNS BACK TIME TO WARN AGAINST TOBACCO

Kerala’s Club FM marked World No Tobacco Day with a bold campaign that set its station clock back by 20 minutes, symbolising the time lost to each cigarette. The disruption sparked statewide curiosity and conversation, reinforcing radio’s power to deliver impactful public-interest messages through creativity, courage, and innovation.  

In a strikingly original campaign for World No Tobacco Day, Kerala’s Club FM stunned listeners by literally turning back time. The station’s clock was mysteriously set back by 20 minutes, leaving audiences puzzled and sparking a flurry of calls, messages, and social media chatter. What seemed like a technical glitch was soon revealed to be a deliberate act of disruption with a powerful message: “Every cigarette can reduce your life by approximately 20 minutes.”  

By symbolically reversing its station clock, Club FM became one of the first radio broadcasters to “give back” 20 minutes, transforming a simple time shift into a statewide awareness campaign. The move not only captured attention but also reframed tobacco’s impact in a way that was immediate, relatable, and impossible to ignore.  

Interestingly, the idea did not emerge from the station’s creative leadership but from Reshma, a member of the technical team. Her suggestion quickly evolved into a campaign that resonated across Kerala. “It shows that great ideas can come from anywhere, and that Club FM is a place where creativity is valued,” said RJ Rafi, Creative Head at Club FM. His words underscored the station’s culture of openness, where innovation is encouraged regardless of hierarchy.  

Jayakrishnan, General Manager of Club FM, highlighted the broader philosophy behind the initiative. “Club FM has always believed in creating disruptive content that sparks conversations. We constantly challenge conventional media thinking, and this campaign is another example of how radio can still surprise people and make a meaningful impact,” he explained. His statement reinforced the belief that radio, often considered a traditional medium, retains the ability to innovate and influence public behaviour in profound ways.  

The campaign also drew praise from the Mathrubhumi Group, which owns Club FM. Mayura Shreyams, Director of Digital Operations, congratulated the team for their boldness. “As a legacy media brand, we believe in pushing boundaries and attempting ideas that others may hesitate to try. This campaign demonstrates the courage, creativity, and commitment of our team. I congratulate everyone involved in bringing this powerful idea to life,” she said. Her remarks positioned the initiative not just as a clever stunt but as a reflection of the organisation’s ethos of experimentation and responsibility.  

The brilliance of the campaign lay in its simplicity. By shifting the clock back 20 minutes, Club FM created a disruption that was both intriguing and unsettling. Listeners were compelled to ask questions, engage with the station, and ultimately confront the uncomfortable truth about tobacco’s toll on life. Unlike conventional awareness drives that rely on statistics or slogans, this campaign translated the abstract idea of “lost time” into a tangible, everyday experience.  

In doing so, Club FM reinforced its reputation as a pioneer of public-interest content. The station has long been known for its creative programming, but this initiative elevated its role as a social influencer. It demonstrated that radio, despite the rise of digital platforms, remains a powerful medium capable of sparking conversations and driving awareness through creativity and courage.  

The campaign’s resonance was amplified by its timing. World No Tobacco Day is a moment when global attention turns to the dangers of smoking, but Club FM’s approach ensured that the message cut through the noise. By making listeners feel the loss of 20 minutes in real time, the station delivered an unforgettable reminder: tobacco doesn’t just harm health—it steals life, minute by minute.  

Ultimately, the campaign was more than a clever gimmick. It was a call to action, urging people to reconsider their choices and recognise the value of every moment. In a world where time is often taken for granted, Club FM’s symbolic gesture served as a poignant reminder that when it comes to tobacco, every minute matters.