HCG Cancer Centre Borivali Marks World No Tobacco Day with Hard-Hitting Citywide Campaign
Mumbai: Shoppers at Oberoi Mall in Goregaon were in for a chilling surprise on World No Tobacco Day as ‘zombies’ staggered through the premises, holding placards that read, “I died young. Thanks, tobacco” and “This is what 15 cigarettes a day looks like.”
The dramatic activation was part of a day-long public awareness campaign by HCG Cancer Centre, Borivali, aimed at highlighting the dangers of tobacco use and its direct link to rising oral cancer cases.
Alongside the walk, a zombie-themed interactive photo booth drew in hundreds of curious onlookers, many of whom posed for pictures while being confronted with sobering facts about tobacco-related illnesses.
To encourage early detection, HCG Cancer Centre Borivali also distributed free cancer screening coupons to men and women during the event, a step towards proactive health checks, especially among high-risk groups.
According to the National Cancer Registry Programme, oral cancer accounts for over 30% of all cancers in India’s male population, with a significant number of cases detected late. Experts point to social acceptance of chewing tobacco and early-age initiation as major contributors.
The outreach extended beyond the mall. In collaboration with the Swayamsiddh Yog Group of the Indian Yoga Association and under a BMC health initiative, a free oral cancer screening camp was held for local residents. Dr. Yash Mathur, Head & Neck Surgical Oncologist at HCG Cancer Centre Borivali, conducted a health talk that emphasized early detection and the growing incidence of oral cancers among younger populations.
“Over 80% of oral cancer patients we see have a direct history of tobacco consumption — often smokeless forms like gutka or khaini,” said Dr. Mathur. “Awareness has to begin before symptoms appear.”
Commuters at Borivali Station were greeted by a digital LED message urging them to “Buy Tickets, Not Tobacco” — a simple but poignant reminder on one of Mumbai’s busiest railway lines.
Mr. George Alex, Western India Regional Business Head at HealthCare Global Enterprises (HCG), added, “Our goal was to go beyond posters and pamphlets. We wanted to create something disruptive, thought-provoking, and impossible to ignore. By engaging people where they are in malls, stations, and local communities, we are making the conversation around tobacco and cancer prevention louder and more relatable.”
Mr. Avik Chauhan, Chief Operating Officer, HCG Cancer Centre, Borivali, said, “At HCG Borivali, our focus has always been on community-centric care. This campaign was designed to spark conversations and make people pause and reflect on the real cost of tobacco use. Through interactive engagements and free screenings, we are taking early detection and education directly to the people who need it most.”
The World No Tobacco Day campaign served as a city-wide reminder of the need for public health dialogue, especially among younger audiences often targeted by flavored and smokeless tobacco marketing.
About HCG Cancer Centre, Borivali
HCG Cancer Centre, Borivali, is Mumbai’s first private comprehensive cancer centre established to treat cancer with superior quality, evidence-based treatment approaches. Our care delivery and all other services offered are laid out as per the NABH Guidelines 2016. Through the adoption of global innovations and value-based medicine, we, at HCG, focus on treating every cancer patient the right way, the first time. At HCG Cancer Centre, cancer patients are provided access to 360° cancer care, starting from prevention, screening, second opinion, diagnosis, and treatment to rehabilitation and supportive care. HCG Cancer Centre was the first hospital in the state of Maharashtra to introduce the Elekta Versa HD radiation machine, which is equipped with Agility for high-speed and superior precision radiation delivery.
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