Actor cum Entrepreneur Sachiin Joshi along with actor Boman Irani promoted anti-smoking at Lakme Fashion Week by introducing Goa Nicofix an anti-tobacco chewing gum that helps in weaning off smokers away from cigarette smoking. Boman who is the brand ambassador of the product said, "When we were in college, smoking was considered cool and if you were a non-smoker, you were seen as uncool. Today if you smoke or consume tobacco that is considered uncool. To me it couldn't have come at a better time. Kicking the butt is the most difficult habit.” Speaking about his product Sachiin said, “Goa Nicofix is a nicotine replacement therapy for consumers who are smoking from a very long time and find it difficult to stop it. One can even say that is a kind of a CSR activity that I wanted to initiate and associate myself with. Every human body has nicotine levels in already in them and the consumption of cigarettes adds to the levels which makes us lethargic and reduces our stamina. Goa NicoFix is a product which will help consumers to kick the butt! Smoking is the most difficult habit to cut down on and is much more difficult than alcoholism." Sachiin also said that his close pal, Shah Rukh Khan too is trying to quit smoking. When asked if he would like to recommend the product to SRK, Sachiin said, "I first took this product to SRK and believe me he wants to quit smoking. He said he will try out this product for sure." Let's hope SRK soon kicks the dreaded butt.