Short List
Product / ServiceCONDOMS
CategoryB05. Use of Ambient Media: Large Scale
Idea Creation 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

The Campaign

Every truck in India has the mandatory 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 omnipresent & universally understood message was the basis of our creative solution. We created a condom brand and named it ‘DIPPER’, while using truck art (a cult trucker art form) as inspiration for its packaging.

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

This is a unique case of how “Media” or the lack of it inspired the creative idea. Tata Motors, India’s leading truck maker, wanted to address the difficult issue of creating awareness for safe sex in the trucking fraternity. But how do you find and talk to an audience that always driving around on completely media-dark highways? We created a condom brand and named it ‘DIPPER’, while using truck art (a cult trucker art form) as inspiration for its packaging. Dipper was then distributed at service centers, restaurants, convenience stores and touch points frequented by the trucker.

‘Reach’ was the biggest challenge. Most truckers spend their days and nights in & around remote highways areas where traditional and non-traditional media have absolutely no penetration. There was no traditional or non-traditional medium to tap into – print, TV, online, mobile, nothing would work. Besides, this activity had to cut across every Indian state – with each state has its own language & dialects (India has 22 scheduled languages). Our objective was to find and get through to an audience that drove elusively along the 2nd longest roadway in the world, in a language that they understood best.