| Title | DIPPER CONDOMS |
| Brand | TATA MOTORS |
| Product / Service | CONDOMS |
| Category | A03. OTC Products/Devices |
| Entrant | REDIFFUSION Y&R Mumbai, INDIA |
| Idea Creation | REDIFFUSION Y&R Mumbai, INDIA |
| PR | REDIFFUSION Y&R Mumbai, INDIA |
| Production | REDIFFUSION Y&R Mumbai, INDIA |
| 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 |
India’s leading truck maker, Tata Motors, wanted to go beyond profitability to creating awareness & propagating safe sex in the trucking fraternity, the largest group of working professionals in India, that suffer from AIDS. In India, as a mandate, every truck has the line ‘USE DIPPER AT NIGHT’ at the back - alluding to the use of low beam to avoid the headlight at night. So we created a condom brand and named it ‘DIPPER’. The target audience ‘the truckers’ now also became 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. The condoms 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.