AIDS day

Published/Aired: 
December 2006
 AIDS day
 AIDS day

Description

The same truck driver with different woman dressed in their regional costumes, each from a different part of India. It was originally executed for the Aids awareness in 18 different Indian languages, targeting truck drivers who are the single biggest transporters of the HIV virus across India.

Advertising Agency: JWT, India
Creatives: Senthil Kumar, Debu Purkayashta, Hital Pandya, Sachin Kalelkar
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kre8's picture

nice one senthil.

miss the tokes we shared in b'lore.

kre8
Activity Score 979
Copywriter
earthworm's picture

hey this one is very indian cool. Think it works hard to communicate the aids issue simply and effectively. Don't know if it will win many awards but it's really awesome work guys. wonderful for HP to do something like this. :))))))))))))) USE CONDOMS. PLAY SAFE!!!

earthworm
Activity Score 18
Marketing Manager
viral fever's picture

wow ! this one's so friggin cool way to communicate the issue of multiple sex partners. A chart that's so ethnocool in the art direction. Very very Indian must add. Hope the truck drivers on indian roads do get enough condoms for free!!!

viral fever
Activity Score 30
Planner
the_ashlands's picture

does the condom package really direct you to bury condoms?? not exactly what i would call eco-friendly...and why does it look like the person in the illustration is about to cook the condom? i sure hope they dont eat used condoms in india!

the_ashlands
Activity Score 1378
Graphic Designer |

www.ashlandic.com

rubberstamp's picture

ever heard of squid rings?!
those are circumcised penis discards!

rubberstamp
Activity Score 66
Graphic Designer
adasia's picture

awesome work. very very cool for indian market. maybe it won't work any where else in the worl but for a country with some many kinds of people, it captures the issue of multiple sex partners in a very simple, original, raw manner. well done india.

adasia
Activity Score 18
Creative Director
the_ashlands's picture

gladly, no.

the_ashlands
Activity Score 1378
Graphic Designer |

www.ashlandic.com

the_ashlands's picture

..

the_ashlands
Activity Score 1378
Graphic Designer |

www.ashlandic.com

the_ashlands's picture

not until right now....gross!

the_ashlands
Activity Score 1378
Graphic Designer |

www.ashlandic.com

kre8's picture

truck drivers in india live a very nomadic existence.
i suppose that by directing them to bury the rubbers, its probably a better alternative than to just throw it away (which is what would happen in 99% of circumstances).
yes, eating condoms in india is also very common.
er...

kre8
Activity Score 979
Copywriter
earthworm's picture

AGREE WITH YOU ON THE TRUCK DRIVERS SPREADING THE VIRUS BECUASE OF THEIR NOMADIC EXISTANCE. THEY SHOULD USE CONDOMS ACROSS THE FRIGGIN WORLD NO MATTER WHERE THEY DRIVE THEIR STUFF INTO. HA HA HA!!

earthworm
Activity Score 18
Marketing Manager
the_ashlands's picture

its just that i would imagine suggesting to throw them into a trash can would be much more plausible than going to the trouble of finding a shovel and spending time diggin a hole for rubber burial. it all sounds like too much of hassle...in the end it comes down to 'ok i can either use this condom and dig a hole for the burial or i can go eau naturale and skip the whole condom thing altogether' im sure they would side with the condom free lovin.

i was just wondering if it was a religious practice more than anything else...like when jews have to bury un-kosher plates before they can eat off them again.

...go

the_ashlands
Activity Score 1378
Graphic Designer |

www.ashlandic.com

debu purkayastha's picture

!

debu purkayastha
Activity Score 84
Creative Director
popdistortion's picture

There are better ways of communicating this but who knows, maybe it works in India.

popdistortion
Activity Score 1588
viral fever's picture

well what are those better ways and lets see some stuff that really works out there dude. this one i think is very sound in the idea and of coiurse the indian shtyle execution eh>

viral fever
Activity Score 30
Planner
Mo's picture

And the english version is for the medias....? hmmm... yeah..makes sense.
It's just an ok ad I guess.

Mo
Activity Score 648
Art Director
debu purkayastha's picture

hey mo the road signs in india are in english!
wow we indiand do read english apart from speaking certified other languages
and we have graduated from riding elephants and being snake charmers!

i hope u do visit this marvellous land! but do brush up on your english!

debu purkayastha
Activity Score 84
Creative Director
rubberstamp's picture

hey... easy...

rubberstamp
Activity Score 66
Graphic Designer
drunk dave's picture

Are you another ignorant Yank? British colony, home rule, Ghandi, english widely spoken. If you don't know, don't make assumptions.

drunk dave
Activity Score 1062
Copywriter at Publicis South Africa
kandi's picture

Yo Mo, they speak english in India too. Like the idea but i think it can be pushed more... Feels like the AIDs message is slapped on.

kandi
Activity Score 204
Art Director
rubberstamp's picture

i like this... its indian and its true and its funnily portrayed...
the truckers have a nomadic life and they do have multiple partners...
its nice to see indian expression creeping into daily ads!

rubberstamp
Activity Score 66
Graphic Designer
debu purkayastha's picture

o yeah true
i like this ad... or is it a poster?

whatever its cool!

debu purkayastha
Activity Score 84
Creative Director
rubberstamp's picture

i guess both would be true!

rubberstamp
Activity Score 66
Graphic Designer
adasia's picture

why the f should it matter. it's listed under ambient anyway you dumbass!

adasia
Activity Score 18
Creative Director
satan's picture

nothing great

satan
Activity Score 181
Client Servicing
2workitt's picture

Guy's be fair.. If you don't know the culture don't dish it.
I think this will work (changes made) anywhere in the world.

2workitt
Activity Score 44
Creative Director
Desi's picture

Great idea. But perhaps a bit racist showing one guy of a particular community as a womaniser. Agreed that majority of Indian Truckers are from Punjab but this is not PC.

Desi
Activity Score 1040
popdistortion's picture

Still... this would have been better for the Indian version of Lynx (Axe).

popdistortion
Activity Score 1588
addyhoch10's picture

"tie a knot and then throw away or bury the condom"
wow. why not burn it before burying it?
they should give a special anti AIDS shovel with that.
sorry but i couldn't resist

addyhoch10
Activity Score 2580
Art Director
AdDavid's picture

absolutely appropriate for truck drivers in india. only a few misses, the throw away or bury thing is
a no, 'bury' is impratical and 'throw away' shud not be said in an ad, eventually they might do it.
another thing, though not imp., the costume of the Nepali woman is not right, a little bit of homework on that shud have been done. and sorry, popdis, the AXE user here is same as any other anywhere around the world,
n may not relate to this. or only if AXE is targetting truckers in particular

AdDavid
Activity Score 406
Other
ellehcimeo's picture

Nice... BUT are we sure the truck drivers are spreading AIDS to women only? It kind of paints women in a bad light. Just sayin'.

ellehcimeo
Activity Score 3358
Art Director
Desi's picture

Good point ellehcimeo.
I really like the ad as a creative idea but it is not on true insight. it tells me that the truckers are quite charming at picking up women. The truth is they go for hookers. So i guess they should show differnt hookers with the same trucker. Thoughts?

Desi
Activity Score 1040
ellehcimeo's picture

Thanks Desi. I like your website.
What I would like to see are some men with men in this ad, and perhaps some trani hookers as well as female hookers. I'd also like to see a message about how you should use a condom during oral, anal and vaginal sex.
This ad reminds me of an ad from the days of yore on the spread of STDs, it totally blamed the women for the infections.

ellehcimeo
Activity Score 3358
Art Director
addyhoch10's picture

i totally disagree. i don't think it would work showing an ugly truck driver with some even uglier prostitutes and ladyboys. maybe that's closer to reality (i don't know), but this is not about pointing out inequity or something. it's targeting truck drivers (men) to convince them to use condoms, no matter who they have sex with.
as long as they use condoms it serves both the truckers and the women they have sex with (in fact, a truck driver would care more about his own health then about a prostitute he just slept with once)

addyhoch10
Activity Score 2580
Art Director
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