India’s 92.7 Big FM is observing ‘World No Tobacco Day’ on May 31 with a reality show called ‘Sutta chhod de yaar’ (Quit smoking my friend).

According to the network, the three-day campaign, which started on May 28, is a bid to create awareness about the dangers of smoking and celebrate those who want to kick the habit.

It is looking for courageous citizens who are ready to test their willpower to kick the habit in front of their city and emerge as an inspiration.

It has shortlisted three contestants across 24 markets based on registration and their smoking pattern.

For 72 hours, these contestants will be constantly monitored by experts and doctors and will be given various challenges testing their resolve to quit smoking with hourly on-air updates.

One winner will be announced on the 31st May.

Speaking of the initiative, Ashwin Padmanabhan, Executive Vice President & Business Head, Reliance Broadcast Network Limited stated: “I’m glad that we are able to make such a big difference in the lives of people through our expansive reach. I am looking forward to see this campaign build up and more keen than ever to see the results. We urge people from all over India to take a step forward and eliminate these vices from their life.”