TATA MOTORS:
USE DIPPER AT NIGHT
AN IDEA THAT TURNED A ROAD SAFETY MESSAGE INTO A CONDOM BRAND
CANNES: SILVER - MEDIA
CANNES: BRONZE - HEALTH AND WELLNESS
CANNES: SHORTLIST - OUTDOOR
CANNES: SHORTLIST - MEDIA
WARC: SILVER- ASIAN STRATEGY
WARC: SILVER- CHANNEL THINKING SPECIAL AWARD
SPIKES: SILVER - HEALTHCARE
SPIKES: BRONZE - HEALTHCARE EDUCATION & AWARENESS
SPIKES: BRONZE - DESIGN PROMOTIONAL ITEM
SPIKES: SHORTLIST - PROMO & ACTIVATION
CASE FILM
THE PROBLEM: India’s leading truck maker, Tata Motors wanted to raise awareness about AIDS & STD and provide genuine solutions that benefit the health and well-being of the Indian truck driver. As per the National Aids Control Organization (NACO), 2 million truck drivers visit sex workers every year. Only 11.4% use condoms, the result 16% of Indian truck drivers suffer from STD.
CHALLENGE: REACH – Indian highways are largely media-dark and often media-ignored. Traditional and non-traditional media have absolutely no penetration - so no TV, press, outdoor, or internet. How do we get through to our audience? SIMPLICITY – Most truck drivers are not very well educated. Our messaging had to be simple and easy to understand.
THE SOLUTION: As a Government mandate, every Indian truck has the message ‘USE DIPPER AT NIGHT’ painted on its back. Could these trucks themselves become our medium?
THE BIG IDEA: USE DIPPER AT NIGHT Just like Dipper lights at night are needed for road safety, Dipper condoms at night are needed for safe sex. So, we created & launched a condom brand, and named it ‘DIPPER’.
MAKING THE MEDIUM THE MESSAGE: Trucks across the unreachable, media-dark highways became both our medium & message, as truck drivers simultaneously received and carried the message - and in a universal language that all truck drivers related to. The entire activity was done at zero media cost. We distributed these at all trucker-frequented spots like service centers & petrol pumps.
PACKAGING: Our packaging was inspired by a form of cult art that is specific to Indian trucks - which helped us connect better with our audience.
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