Use 'dipper' at night: New condom from Tata Motors for truckers

In its bid to raise awareness on sexually transmitted diseases among truck drivers in the country, Tata Motors - one of the largest truck manufacturers in India - has launched a new condom brand aimed at truck drivers.

The social initiative has been turning heads for its catchy phrases printed on the condom packs such as  “Use Dipper at Night”  “Horn Ok please” and "Jalo Mat Barabari karo".  

According to studies, around 20 lakh truck drivers visit sex workers during their long journeys across India. However, of these, only 11.4% use condoms. 

So Tata Motors, with the help of Rediffusion Y&R, created a condom brand called Dipper. 

The condoms were manufactured by HLL Lifecare and were distributed at health clinics, service centres, highway eateries, petrol pumps and convenience stores, by TCI Foundation, a government-backed organisation.

Uttio Majumdar, head of operations, at Rediffusion, told The Wall Street Journal that it was difficult to use traditional media to reach drivers because they are always on the road. "But by naming the condoms Dipper, we turn every truck with the words “Use Dipper at Night” into a billboard for safe sex." he said. 

The project was launched in April to raise awareness about HIV and other sexually transmitted diseases. After initial success, the group plans to roll it out across the country. 

Munish Chander, head of the TCI Foundation, told the WSJ the truckers like the condoms because they use some of the few English words that are part of their daily life.

“Illiterate and literate truckers know this phrase,” he said. “Truckers think: It’s for me.”