Different condom brands have been coming out with commercials and marketing campaigns to promote safe sex in India, but a campaign by Tata Motors and TCI foundation is trying to take a whole new approach to reach out to a specific audience.
Among an array of messages written behind trucks on Indian highways, ‘use dipper at night’ is one that is meant to prevent blinding of drivers approaching from the opposite direction, and ensure road safety. The same is now being used to promote safe sex among truck drivers.
The new brand called Dipper condom also has a packing adorned with colourful truck art for better resonance and the condoms are available for just Rs 2 a piece. Besides the packaging and pricing, condoms were distributed for free to truckers on highways across the nation.
The campaign which kicked off in April, managed to cover the most remote highways in the world’s second biggest network of roadways, and has also won the silver lion at Cannes Lions Festival.
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