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doi: 10.31557/APJCP.2024.25.4.1277 Summary Keywords oral cancer, smokeless tobacco, celebrity influence, public health campaigns, surrogate marketing, health advocacy Citation Sekaran S, Ganapathy D, Arumuganainar D, Arumugasamy H, Selvaraj V, Alassiri S and Abullais SS (2025) Leveraging celebrity influence for oral cancer prevention and smokeless tobacco cessation: challenges and opportunities in India