DIPPER CONDOMS

TitleDIPPER CONDOMS
BrandTATA MOTORS
Product / ServiceCONDOMS
CategoryB04. Use of Ambient Media: Large Scale
EntrantREDIFFUSION Y&R Mumbai, INDIA
Idea Creation REDIFFUSION Y&R Mumbai, INDIA
PR REDIFFUSION Y&R Mumbai, INDIA
Production REDIFFUSION Y&R Mumbai, INDIA

Credits

Name Company Position
Joewelle Chua Y&R Singapore Junior Art Director
Marcus Rebeschini Y&R Asia Executive Creative Director
Hari Ramanathan Y&R Asia Chief Strategy Officer
Rahul Jauhari Rediffusion Y&R Chief Creative Officer
Tony Pereira Rediffusion Y&R Executive Creative Director
Shruti Das Rediffusion Y&R Art Director
Gaurav Joshi Rediffusion Y&R Art Director
Austin Dsouza Rediffusion Y&R Copywriter
Navonil Chatterjee Rediffusion Y&R National Planning Director
Spandan Mishra Rediffusion Y&R Planning Head
Uttio Majumdar Rediffusion Y&R Business Director
R Vishwanathan Rediffusion Y&R Production Manager
Mrigank Sharma Rediffusion Y&R Photographer
Rajdeep Sarkar Rediffusion Y&R Account Manager
Sameer Joshi Rediffusion Y&R Account Director
Dhunji Wadia Rediffusion Y&R President
Komal Bedi Sohal Y&R Singapore Chief Creative Officer, Singapore

The Campaign

It is mandated by the government that every truck, has the line ‘USE DIPPER AT NIGHT’ painted on its back. Seen while driving behind any truck, Dipper alludes to the use of low beam to avoid strong headlights at night. This simple, omnipresent & universally understood message was the basis of the idea. We created a condom brand and named it ‘DIPPER’, while using truck art (a cult art form popular among truckers across geographies) as inspiration for its packaging. We didn’t just innovate on packaging, but on media design by simultaneously making every receiver also the carrier of our message.

Creative Execution

Dipper was a pioneering idea that allowed a message to be relentlessly present across India’s most media-barren places – the highways. By leveraging on an ambient, mandated message, we made the target audience (in this case truckers), the carriers of the message across the remotest of places where media couldn’t reach. They propagated safe sex by just driving their trucks across the length and breadth of the Indian Highway – which happens to be the 2nd largest roadway in the world. They reminded each other to use DIPPER condoms at night. The condoms themselves were distributed at medical clinics, service centers, restaurants, petrol pumps, convenience stores and touch points frequented by the trucker on the remote highways of India, across every state of India.

Results

The entire activity got on board with absolutely no media spends. The back of every Indian truck reminded the truckers to use ‘Dipper’ condoms at night – hence the back of every truck in India became our adverts. The returns on investments were overwhelming in our favor. The designs were very well received by the entire trucking community as well as the commercial sex workers. This activity has also drawn the attention of other large Public Sector organizations and the Govt of India who have all the resources to make a significant difference to the life of a trucker.

As India’s leading truck maker, it has been incumbent upon Tata Motors to go beyond profitability, and actual pioneer solutions for category-level issues. One such issue was creating awareness & propagating safe sex among truckers, the largest group of working professionals in India, that suffer from AIDS. Most truckers who engage with commercial sex workers are unaware of the consequences of unprotected sex. The key challenge was “reach”, since truckers typically drive around in remote highway areas, it’s actually impossible to reach them through traditional & non-traditional media. We had to find a new ‘direct’ channel to accomplish the improbable.

For someone who actively engaged with sex-workers, the product (the creative solution) was critical. But what drove relevance was the name ‘DIPPER’ – because truckers are accustomed to seeing it at the back of every truck as they drive every night. The packaging and the colors too resonated well with them because it was inspired from ‘Truck Art’. Moreover, the truckers (target audience) also became carriers of the message and reminded one another to use ‘Dipper’ condom at night.