Tata Motors: Use Dipper at Night

Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.

Campaign details

Brand: Tata MotorsBrand owner: Tata MotorsLead agency: Rediffusion Y&RContributing agencies: TCIF (Transport Corporation of India Foundation)Country: IndiaIndustries: Vans, Trucks, RVsMedia channels: Outdoor, out-of-home, Packaging & design Budget: No budget

Executive summary

As India's leading truck-maker, Tata Motors is committed to providing genuine solutions that benefit the wellbeing of the category and its community. One particularly challenging issue pertaining to truck drivers was that of creating awareness about AIDS and sexually transmitted diseases (STDs). As per studies, two million truck drivers visit sex workers...

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