“Condom, condom” will be on the lips of mobile phones in India. Yes, it is a ringtone that has been launched to promote safe sex in the infamously conservative society. Cheekily called the ‘condom capella’, this effort flaunts the support of Bill Gates and his wife Melinda and hopes to become popular with the youth.
The BBC World Service Trust, charity behind the ringtone, reports that 2.5 million people suffer from HIV in India. The idea of a ringtone came into existence in order to use a day-to-day aspect of our lives to make condom talks more acceptable, and tackle the growing problem of AIDS in the country. Radharani Mitra, creative director BBC World Service Trust, said, “We thought it would be a fun way to deliver a practical message. Ringtones are regarded as personal statements. We are hoping “condom, condom” will lift the taboo over condom usage in India.”
Well, the itsy bitsy fact that the mobile telephone market is growing fastest in India on the globe may be another reason behind the ringtone endeavour. � A very smart approach… any takers?
Via dnaindia