A social initiative by High Street Phoenix

High Street Phoenix, a mall in Mumbai, observed the World No Tobacco Day with the construction of a 6 ft tall cigarette, also a pledge wall, to encourage smokers to kick the bud and enjoy a day well spent.

As part of a social initiative by High Street Phoenix, the event was hosted on the occasion of World No Tobacco Day to raise awareness amongst the shoppers and visitors about the ill effects of smoking or consuming any form of tobacco.

The campaign began on May 31, 2010 and will go on until the 6th of June, 2010. The objective behind the event is to encourage people to take the pledge to quit and kick the butt and develop a healthy lifestyle for themselves.

High Street Phoenix is also conducting another event for Make a Wish foundation called the Wishing Well weekend, with the main event on June 5, 2010. The event will run between the 3^rd of June and 6th of June, 2010. The guest gracing the occasion will be Preeti Jhangiani, who will hand out the wishes (gifts) of five children for whom this event is being held.