Earlier, the campaign bagged a Silver in Media Lions category and a Bronze in Health Lions category at Cannes. This was a first Cannes award for a Tata group company. In addition, it has also won 3 awards at Spikes Asia Festival of creativity and 2 EFFIE awards – the most prestigious awards for celebrating Marketing Effectiveness.
The campaign was inspired by the line ‘USE DIPPER AT NIGHT’ – meaning dip headlight at night, which is printed on the back of 6 million trucks in the country. Under the initiative, a condom brand ‘Dipper’ was created to associate with the line and communicate with the community in simple trucking jargon. With straightforward messages such as ‘Have a Safe Journey’, ‘CONDOM OK PLEASE’, ‘Welcome Safety’, ‘No Dipper No Entry’ coupled with ‘AIDS se nahi hogi mulakaat, Jab hoga Dipper Condom ka saath’, the campaign had a 360° support of Press, Outdoor, Digital, Posters and Merchandise.
Condoms were distributed in uniquely designed wallets at different touch points such as health clinics, service stations, highway eateries, petrol pumps and convenience stores across the country. Tata Motors sold these condoms at an inexpensive price of Rs 2 for a pack of 3, unlike other campaigns where condoms were made available for free. The first batch of 45,000 condoms were sold out in just 25 days.
India has the 2nd largest road network in the world spread across 29, 14,133 miles. In a year about 2 million truckers visit sex workers on their journeys and only 11.4% truckers use condoms, leading to 16% of them suffer from STDs. Being India’s premier truck manufacturing brand, and having the largest trucking community in its fold, Tata Motors took this unique approach to promote safe sex among truck drivers in the country.