Tata Motors, one of the biggest manufacturers of trucks in the country, has launched a condom brand for truck drivers named Dipper, with an aim to promote safe sex among truck drivers in India. Truck drivers spend large amounts of time away from home, and are a particularly vulnerable group for HIV – 2.59% of truck drivers carry the virus, compared to just 0.26% of the general population.
To promote safer sex, they borrowed the warning often mentioned on Indian trucks, ‘Use Dipper at Night’, and out of that, they created a condom that costs only 2 bucks.
Tata Motors wanted to reach out to truck drivers in remote, media and internet-dark locations, in a language they understood best. So, the company created a condom brand called Dipper. About six million trucks on Indian roads have this message painted at the back – ‘Use dipper at night’. It is a message that urges the driver reading it to dim his headlights at night.
The condoms were manufactured by HLL Lifecare. They were distributed in ‘condom wallets’ and the packaging had ‘truck art’ on it, that is, colourful patterns and pictures that reflected what the team calls ‘highway culture’.
Uttio Majumdar, head of operations, at Rediffusion, said “It is difficult to use traditional media to reach drivers because they are always on the road. Naming the condoms Dipper turns every truck with the words ‘Use Dipper at Night’ into a billboard for safe sex”.