DIPPER CONDOMS

TitleDIPPER CONDOMS
ClientTATA MOTORS
Product / ServiceCONDOMS
CategoryA03. OTC Products/Devices
EntrantREDIFFUSION Y&R Mumbai, INDIA
Idea Creation REDIFFUSION Y&R Mumbai, INDIA
PR REDIFFUSION Y&R Mumbai, INDIA
Production REDIFFUSION Y&R Mumbai, INDIA

Brief Explanation

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.

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