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First published in THE DAWN OF ADVERTISING IN PAKISTAN (1947-2017), a Special Report published by DAWN on March 31, 2018.

The 5-6 cigarette filter lifespan is the tradeoff

They were at odds with the company's image and its broader business goals focused on health improvement

If you have a lot of smoky clothes -- for instance, if youve just acquired a smokers wardrobe -- some people will recommend hanging them all in a room with an ozone generator machine, then closing the door for a couple days

Someone typically points to Kim Jong Un, saying that the chain smoker problem starts at the top and infects everyone else below

And four years later, your risk reverts to the same as a non-smokers