The campaign launched in July 2011 in partnership with The Ministry of Health and Family Welfare launched an anti-bidi campaign called ‘Heartbreak’. Bidis – hand-rolled leaf cigarettes – are the second most popular tobacco product in India, and the product most consumed by lower-income and rural tobacco users. These consumers are among the most vulnerable populations in India, meaning they are least able to deal with the potentially devastating health and economic consequences of tobacco use.
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