Every truck, has the line ‘USE DIPPER AT NIGHT’ painted on its back. Which means 'Dip headlight while driving." This simple, omnipresent & universally understood message was the basis of the idea. We created a condom brand and named it ‘DIPPER’, while using truck art (a cult art form popular among truckers across geographies) as inspiration for its packaging. We didn’t just innovate on packaging, but on media design by simultaneously making every receiver also the carrier of our message.

Dipper was a pioneering idea that allowed a message to be relentlessly present across India’s most media-barren places – the highways. By leveraging on an ambient, mandated message, we made the target audience (in this case truckers), the carriers of the message across the remotest of places where media couldn’t reach. They propagated safe sex by just driving their trucks across the length and breadth of the Indian Highway – which happens to be the 2nd largest roadway in the world. They reminded each other to use DIPPER condoms at night. The condoms themselves were distributed at medical clinics, service centers, restaurants, petrol pumps, convenience stores and touch points frequented by the trucker on the remote highways of India, across every state of India. 

The entire activity got on board with absolutely no media spends. In association with HLL Lifecare, India's leading contraceptive provider and distributed by TCI Foundation, India's largest foundation integrated by the Govt. of India for its National Aids Control program. The back of every Indian truck reminded the truckers to use ‘Dipper’ condoms at night – hence the back of every truck in India became our adverts. The returns on investments were overwhelming in our favor. The designs were very well received by the entire trucking community as well as the commercial sex workers. This activity has also drawn the attention of other large Public Sector organizations and the Govt of India who have all the resources to make a significant difference to the life of a trucker.