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Every day in India, another 55,000 children start smoking -- compared to the 3,000 children who take up the habit in the US, where numbers are falling. Tobacco is one of India's favorite pastimes: Indians spit it, chew it, smoke it, roll it everywhere, throughout the continent. And, inspired by advertising for Wills cigarettes which sponsors the Indian cricket team, children believe that smoking improves cricketing techniques.

Hardly surprising, then, that with declining markets in the West, and 50% of India's population under the age of 25, the major tobacco companies are increasingly targeting India as their new growth market.

This video explores the cynicism of the major global tobacco companies' campaigns in India, and the work of the activists who have pledged to try to stop them -- and halt the soaring increase in cancer cases in India that result from smoking.