Challenge:2.5 million people living with HIV. In India 'condom' is seen as a bad word. Research has revealed the key barrier to condom use is embarrassment.Objective: Get people talking about condoms. Make condom users look smartFact:India is the world's fastest-growing mobile telephone market withRingtones, forming a significant part of the large VAS segment.Insight: Ring tones seen as popular personal statements.Solution: A 'Condom' ringtone.Every time your phone rings, people react. Conversation ensues. Embarrassment reduces. Condoms become normal. Global first: Ringtone with a health messageResults:750,000 requests for download