Why fmcg and truck company used dipper at night campaign was liked by truck drivers

April 13, 2022 Team DigitalGumma

What is co-branding meaning?

Amusing but amazing reason behind why Indian trucks have the phrase ‘Use dipper at night’ behind them.

Corporate Responsibility?

To elaborate, TCI (Transport corporation of India) and Tata Motors came up with a brilliant marketing strategy to reduce HIV transmission among truck drivers in India.

It was observed that prevalence of HIV was high amongst truck drivers mainly due to lack of knowledge which resulted in transfer of the virus to low prevalence zones as well.

What is co-branding and its advantages?

To tackle this, Tata motors came up with ‘Dipper’ condoms which were distributed to truck drivers at subsidised costs compared to normal condoms.

Although the makers were apprehensive, the campaign worked very well and the condoms appealed to the truck drivers.

Why the name dipper?

Whenever a truck driver would see another truck and read the phrase ‘Use dipper at night’, it would remind him of having safe sex.

An example of marketing with no involvement of media! Trucks are the means of conveying the message which are present almost everywhere in India.

Use Dippers at Night

Everybody has seen this Picture before, painted back of the trucks “Use Dippers at Night” initially alI laughed when we received this in our whatsapp group. later when we learnt the reason behind it, instantly our thinking changed about the phrase.

So here is a things its a AIDS awareness campaign, Yes you heard it right.

Dipper is an Indian condom brand

What are the pros and cons of co-branding?

Co-branding is one such strategy wherein two or more brands strategically partner to form exactly a fresh and exciting marketing strategy.

It is often seen as a win-win approach because all partner brands have a chance to portray their strengths and imbibe the strengths of others.

All thanks to TATA motors, Dippers were initiated by them to promote safe SEX among truck drivers, so they have painted on trucks.

Only about 11% of truck drivers use protection out of 2million. AIDS awareness among the drivers was very low.

After this campaign now truck drivers are aware of Safe Sex.

What is the best thing you have seen written at the back of a truck?

‘Use Dipper At Night’

Now !! You may be wondering how this is the most Amazing and the Best Thing!

Well this popular catchphrase you would find generally at the back of many trucks (probably around the world)

Well it was used as a Marketing Campaign by Tata Motors (company)

The Campaign was created by: Rediffusion y&R in collaboration with TCI Foundation (the social wing of Transport Corporation of India Limited (TCIL)) and HLL Lifecare Limited.

Let’s shed some light on few facts about Truck Drivers Life in India.

But since, many don’t have adequate Safe-Sex or Sex Education, they don’t use proper contraceptive protection.

Now since Tata Motors, which happens to be a market leader in the Indian Trucking Industry, wanted to promote Healthy Lifestyle among the Indian Truck-Drivers.

So they launched a series of Condoms called ‘Dipper’ and distributed them to the Truckers at zero cost.

The designing of the Condom Packets has been inspired by the colors, graphics and fonts used in decorating the back of the Trucks.

And the Best Part is that, whenever Truck Drivers read this Catchphrase turned Tagline at the back of the other trucks on their Journey. It’s reminds them of Using Dipper at Night both on the road and in bed.

The manufacturing of the Condoms was done by HLL Lifecare Limited. While, TCI Foundation helped in spreading awareness and distribution.

This is probably the best double meaning line ever !!

If you wish to read more about this Campaign, then visit the below link.

Tata Motors’ ‘Dipper Condoms’, HUL’s ‘Lo kar lo baat’ win Media Lions

Rediffusion Y&R won a Silver Media Lion for its ‘Dipper Condoms’ initiative for Tata Motors.

Truck marketer Tata Motors wanted to promote safe sex among Indian truck drivers. According to studies, around two million truck drivers visit sex workers during their long journeys across India’s winding highways at night, but only 11.4 per cent of them use condoms. AIDS awareness was found to be low, and about 16 per cent of the drivers were found to have STDs.

Tata Motors wanted to reach out to truck drivers in remote, media and internet-dark locations, in a language they understood best. So, the company created a condom brand called Dipper. About six million trucks on Indian roads have this message painted at the back – ‘Use dipper at night’. It is a message that urges the driver reading it to dim his headlights at night.

The condoms were manufactured by HLL Lifecare. They were distributed in ‘condom wallets’ and the packaging had ‘truck art’ on it, that is, colourful patterns and pictures that reflected what the team calls ‘highway culture’.

Alignment Of The Best Features Of All

Co-branding combines the best strengths of all partner brands. The charisma and glamour that a brand gains for itself can be extended to other brands. Each partner brand can offer its best feature and in return gain the others best best features to emerge strong.

The condoms were distributed at health clinics, service centres, highway eateries, petrol pumps and convenience stores, by TCI Foundation, a government-backed organisation. Here’s the best part – this was a ‘zero media spend’ initiative.

Co-branding is the strategy that strives to capture the synergism of combining two well-known brands into a third, unique branded product (Rao and Ruekert, 1994).

In other words, a co-branding strategy will introduce a new product or service to the market. This product or service’s characteristics are then rooted in the attributes and core competencies of the two cooperating brands.

Co-branding can be a very effective activation that bolsters both brands working together rather than acting independently. It helps extend reach, awareness, and sales potential by capturing prospective consumers of each brand.

Tail Piece:

You will surely laugh in amusement the next time you see this sign on trucks on all Indian highways. Indeed a proud moment TATA INC and HUL in helping reduce AIDS and STDs by a large number among the truck drivers.