“AIDS?” says one confused trucker in an advertisement for Tata Motors latest venture, while the another rhetorically asks, “Should I miss the action? Or look for a condom?” As per Tata Motors’ statistics , approximately 2 million long-distance truckers are reported to be regular clients of sex workers they find along the national highways. From the above-mentioned quotes, you might have guessed that most of them are unaware of the repercussions of unprotected sex. Due to this ignorance, 16 per cent of these truckers suffer from STDs, and even spread HIV/AID contracted during their multiple sexual escapades.

Identifying it as a serious problem, Tata Motors went out of their way and created a condom label targeted directly to these truckers. Packaged with colourful illustrations inspired by the ones seen on a regular truck, these condoms are available at an inexpensive price of Rs 2 for a packet of 3, and to further drive the point home, the label has been called ‘Dipper.’ If that doesn’t ring a bell for you, don’t fret because it’s probably one of the few english words a trucker is more than familiar with. Painted in colourful typography behind trucks, the phrase ‘Use dipper at night,’ is as commonly seen as ‘Horn OK please.’

Being playful with the pun, Dipper has already been a success among truckers. As per the report by Economic Times, the first batch of 45,000 condoms sold faster than expected, most of which were bought in places like dhabas, fuel pumps and puncture centres, where they were specifically made available keeping in mind these locations as being prime truck-stops. “The response was great. Normally, truckers feel shy about buying condoms. But Dipper appealed to their sensibilities. Everything worked in its favour - the price, the packaging, the quality, and most of all, the message ‘Use Dipper At Night.’ The stock is sold out and we’ve been getting request for more from drivers and our other clinics ever since,” adds Birender Dubey, a spokesperson from the label. The product was launched in april and the Dipper condom campaign went on to win a prestigious silver lion at the Cannes Lions Festival in June.

This new brand is seen as a method to prevent the spread of STDs, HIV and AIDs. Moreover, it’s not just the illustrations and vibrant colours of the condom package that spread the message of safe sex, but as per the report of the outreach workers who were distributing them, they even explained the importance of safe sex practices through drawings and plays while selling the condoms to the truckers.

Watch Dipper’s advertisement below, courtesy of Tata Motors.