Our solution was to create a “condom” ringtone. Those who wanted to show support for condoms, or those who just liked the ringtone, could actually download it on their phones. Every time their phone rings, people react and conversation ensues. Each person who has the ringtone becomes a walking ambassador for the cause. Hundreds of thousands of conversations get stimulated with each phone call. The aim is that embarrassment about the word will gradually reduce and condoms become “normal” health products. We added a campaign mascot: A pesky parrot, a very Indian (yet universal) symbol of “smartness” and “talking”.