In a bid to create awareness about the use of condom, the BBC World Service Trust launched a campaign Friday all over the Indian sub-continent in five different languages – Hindi, Marathi, Tamil, Telugu and Kannada.
The campaign will show a "kabbadi" match being played where players will chant "condom" instead of "kabbadi" throughout the match.
Creative director of the trust Radharani Mitra has explained that the advertisement shows a kabbadi match where the protagonist wins the match by chanting "condom" instead of "kabbadi". Kabbadi is a team sport originally from the Indian sub-continent where non-stop repeating the word ‘kabbadi’ in a single breath during the play is a crucial aspect of the game.
The focus of the campaign is to get men talking about condom, as it will have a positive effect on its use, and help position condom as a product that men use to show they are responsible. The campaign will run for six weeks from Friday onwards on TV, radio, and cinema in five different languages.
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