Cannes Lions

Dipper Poster - Parrots

REDIFFUSION Y&R, Mumbai / TATA / 2016

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Overview

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Credits

Overview

Description

Every truck in India has the line ‘USE DIPPER AT NIGHT’ painted on its back. Which means "Dip headlights at night." This universally understood message was the basis of our creative solution. We created a condom brand and named it ‘DIPPER’, while using truck art (a cult trucker art form) as inspiration for its design. Dipper was then distributed at touch points frequented by truckers, creating a pioneering direct channel of communication that was salient for an extremely elusive group of working professionals.

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.

Outcome

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.

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