A condom brand dedicated to Indian truckers has been finally been launched in the country to promote safe sex for truckers. All those heavily decorated trucks revving on the highways across India have one thing in common, a slogan. A slogan that has defined trucking for a very long time now. Remember Use Dipper at Night, the safety warning painted on the truck?
India’s largest truck maker Tata Motors has teamed up with logistics and supply chain company Transport Corporation of India Ltd, the TCI Foundation, and communications agency Rediffusion for a pilot project that has already sold 45,000 packets of condoms at the foundation’s health centers for truckers.
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 brand specifically for Indian truckers, called Dipper. And it only costs 2 bucks.
The packets of these fancy condoms have colours similar to those of colours painted on trucks.
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”.
HIV or other types of sexually transmitted diseases are spread as these truckers travel around, following no such practice of safe sex.
The Dipper condom campaign has also won a silver lion at the Cannes Lions Festival in June.