Atul Kasbekar used to be 'that guy' — the holier-than-thou, cigarette-stubber of the group. Sadly enough, a little later on, when he picked the habit up for himself, he found it very difficult to practice what he earlier preached.

As a part of the Nicotex I Can You Can initiative, the celebrated advertising photographer recounts his struggle with the habit.

Atul compares the journey of going smoke-free to that of scaling a mountain. It's an uphill battle all the way, but the breath of fresh air you can finally take from the top makes it worth all the effort.

Share your story on how you are trying to conquer your personal Everest of quit smoking using #ICanYouCan on Nicotex’s Facebook page (www.facebook.com/NicotexIndia) or on Twitter by tagging @nicotex_in and using #ICanYouCan and you can win a chance to go to the Everest base camp.