“It is a part of our campaign to change the thinking of the youth and to make them understand in their language and in their ways that there is no heroism or machismo in chewing tobacco, or smoking cigarettes, or [that] it will make you cool, or you will be a hero. It is nothing like that,” said Shaan.

Pushback likely from tobacco groups

Bloomberg’s effort is not likely to go unopposed. For example, Ukraine recently filed a World Trade Organization suit against Australia for a law that requires plain paper cigarette packaging. Ukraine argues the law hurts Ukrainian tobacco growers who are looking for export markets. And the tobacco industry itself is fighting back. Cigarette producer Philip Morris fears that generic packaging will strip the corporation of value associated with brands. Spokeswoman Anne Edwards spoke on Australian radio.

“You may have no sympathy for us whatsoever, but I think the principle is the same; you can’t just take people’s property without compensation,” said the Philip Morris spokeswoman.

Bloomberg is undaunted. He says his donation also will be used to help stop some types of tobacco advertising and to make smoking unglamorous.