Tata Design & Branding, Case study Dipper Condoms, 2 by Rediffusion Y&R

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Dipper Condoms, 2

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Industry Trucks, Vans & Pick-Up Trucks
Media Design & Branding, Case study
Market India
Agency Rediffusion Y&R
Released April 2016

Awards

Spikes ASIA 2016
Healthcare Health & Wellness: Education & Services: Education & Awareness (incl. Fundraising and Advocacy) Silver Spike
Design Communication Design: Promotional Item Design Bronze Spike
Healthcare Health & Wellness: Education & Services: Education & Awareness (incl. Fundraising and Advocacy) Bronze Spike

Credits & Description

Client: Tata Motors
Product: Condoms
Entrant: Rediffusion Y&R Mumbai, India
Idea: Rediffusion Y&R Mumbai, India
Pr: Rediffusion Y&R Mumbai, India
Production: Rediffusion Y&R Mumbai, India
Editor: Apr
Junior Art Director: Joewelle Chua (Y&R Singapore)
Executive Creative Director: Marcus Rebeschini (Y&R Asia)
Chief Strategy Officer: Hari Ramanathan (Y&R Asia)
Chief Creative Officer: Rahul Jauhari (Rediffusion Y&R)
Executive Creative Director: Tony Pereira (Rediffusion Y&R)
Art Director: Shruti Das (Rediffusion Y&R)
Art Director: Gaurav Joshi (Rediffusion Y&R)
Copywriter: Austin Dsouza (Rediffusion Y&R)
National Planning Director: Navonil Chatterjee (Rediffusion Y&R)
Planning Head: Spandan Mishra (Rediffusion Y&R)
Business Director: Uttio Majumdar (Rediffusion Y&R)
Production Manager: R Vishwanathan (Rediffusion Y&R)
Photographer: Mrigank Sharma (Rediffusion Y&R)
Account Manager: Rajdeep Sarkar (Rediffusion Y&R)
Account Director: Sameer Joshi (Rediffusion Y&R)
President: Dhunji Wadia (Rediffusion Y&R)
Chief Creative Officer, Singapore: Komal Bedi Sohal (Y&R Singapore)
Describe the campaign/entry:
It is mandated by the government that every truck, has the line ‘USE DIPPER AT NIGHT’ painted on its back. Seen while driving behind any truck, Dipper alludes to the use of low beam to avoid strong headlights at night. 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.
Creative Execution:
Truck art is a uniquely Indian phenomenon, a sort of cult art form that’s existed for decades but has never been tapped into the mainstream or even within the trucking fraternity for any messaging, let alone to promote a condom brand. Therefore the visual narrative of Dipper was uniquely Indian in its approach – something that was common to several millions of truckers across geographies. Also, this audience lives and drives in a largely media dark environment. From an outdoor perspective, symbols and visual style play a critical role in establishing connect.
Indication of how successful the outcome was in the market:
Tata Motors is probably the world’s first truck brand that’s actually endorsed, packaged & then marketed condoms to protect the health of its core audience. Designed with a distinctly trucking flavor, Dipper condoms have been well received by truckers & commercial sex workers. While eradicating this epidemic will take time, Dipper has been acknowledged by many large public sector organizations and the Government of India as a step in the right direction. Many influential entities want to partner us to genuinely scale up this idea and make a real difference to the life of a trucker.
‘Reach’ was the biggest challenge. Most truckers spend their days and nights in & around remote highways areas where traditional and non-traditional media have absolutely no penetration. There was no traditional or non-traditional medium to tap into – print, TV, online, mobile, nothing would work. Besides, this activity had to cut across every Indian state – with each state has its own language & dialects (India has 22 scheduled languages). Our objective was to find and get through to an audience that drove elusively along the 2nd longest roadway in the world, in a language that they understood best.