‘Reach’ was the biggest challenge. The truckers are mostly in and around remote highways where traditional and non-traditional media have no penetration. Besides, this activity had to cut across 28 Indian states and their different languages and dialects. Moreover, most truckers cannot read or write and hence we had to speak to them in their own language. All this, with a very limited budget.

The truckers could immediately connect with the condom brand ‘DIPPER’ because they are accustomed to seeing it painted on the back of 6 million trucks all over India. The packaging and the colours too connected well with them because it was inspired by ‘Truck Art’. It was a deliberate attempt to speak to them in a language that they understood best. Moreover, the truckers, our target audience, also became carriers of the message and reminded one another to use ‘Dipper’ condom at night.

The back of 6 million Indian trucks reminded truckers to use ‘Dipper’ condoms at night – hence the back of every truck in India became our FREE advertisement. 29,14,133 miles of highway – the 2nd longest roadway in the world, was covered with no spends on any Media. So the returns on investments were in our favour. The activity was very well received by the trucking community and the commercial sex workers interviewed. Tremendous goodwill towards Tata Motors got generated, but eradicating HIV is a long term exercise where the outcome could take several years to determine.