It is a white marble ashtray on which is poised a bright red orchid. Life and flower, instead of ash and death, says Gatha on his concept. The choice of the red flower is no accident. Reminiscent of a famous tobacco brand, the photographer wants to turn the power of colours and images on those very people in the tobacco industry whose mission is to sell poisoned dreams. In today's society we are bombarded by the media, not given time to think for ourselves.
Cigarettes are like a drug, a hypodermic needle and are a defiance of individual freedom.
We purchase the dreams that the cigarette companies churn out. Never mind that we are killing ourselves in the process. The image directly communicates the decision to confront the tobacco epidemic by supporting tobacco control. Every orchid placed in an ashtray is a vote for a tobacco free world.