Who would have ever thought that a catchphrase written on the back of almost all Indian truck would actually make it to an ad campaign that hit the headlines? Well let us tell you that this rare feat has taken place, courtesy Tata Motors’ new safe sex campaign for truckers, christened ‘Use Dipper At Night’.
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The phrase, which is originally used to highlight the use of dipper lights during the dark in order to prevent blinding the drivers from the opposite direction, was designed in association with communication agency Rediffussion. The campaign, aimed towards truckers to promote the value of safe sex, involves condoms called “Dipper” that are designed keeping in mind the colourful art or graffiti seen on trucks across the country.
Launched in April in order to raise awareness regarding the risks of HIV among other Sexually Transmitted Diseases (STD), the initiative, if successful, will be replicated across the country. The move is likely to see a positive response as the phrase is widely used and common with illiterate and literate truckers alike.
Following is a video of the ad campaign by Tata Motors christened ‘Use dipper at night’:
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