Starting this year, the brand has decided to take the issue of AIDS head on. In April, Tata Motors launched a campaign called ‘Use Dipper At Night.’ It’s a phrase that resonates well with almost every truck driver in the country.
But what has a night-driving guideline got to do with safe sex? Well, pretty much everything if you start a condom brand named Dipper, marketed exclusively to truck drivers.
One classic ‘low-awareness high-risk’ category is truck drivers: a highly mobile population who spend their nights and days traversing the roads and highways of the country. And who tend towards promiscuous sexual behaviour. Their indifference towards the importance of safe sex leads to the migration of the virus from high prevalence to low prevalence zones, spreading throughout the country.
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