Condom Twist To Truck Phrase: You might have seen the phrase ‘Use Dipper at Night’ on the back of trucks and pick-ups. At first, it seems like a reminder to use your headlights properly when driving at night. However, this phrase has a more interesting connection to contraceptives and Tata Motors, a major vehicle manufacturer. Let’s explore the story behind it.
The phrase ‘Use Dipper at Night’ on the back of vehicles is an old practice meant to prevent accidents by reminding drivers to use their low beams to avoid blinding oncoming traffic. However, in 2016, Tata Motors repurposed this phrase for a campaign that promoted both safe driving and condom use.
The story behind the phrase goes back to 2005. A study by the Transport Corporation of India (TCI) revealed that only 11 percent of the nearly 2 million truck drivers who encounter sex workers in India used condoms. The study also found that many drivers had low awareness of AIDS, with about 16 percent suffering from some form of STD.
To tackle the rising number of HIV cases, the National AIDS Control Organization (NACO) decided that raising awareness about unsafe sex among truck drivers and sex workers was essential. They believed that controlling AIDS depended on both groups agreeing to use condoms.
During this period, AIDS was spreading quickly in the country. The main cause was HIV, which was transmitted through unsafe sex, sharing needles, or contact with infected blood. Unsafe sex was a major factor, and using condoms could have greatly reduced the risk.
Research showed that truck drivers in India often travel thousands of kilometers and stay away from home for months. During this time, they come into contact with sex workers, which increases their risk of contracting AIDS. To address this issue, NACO used to distribute free condoms, which were called Nirodh.
S.Y. Qureshi, then head of NACO, told the Indian Express, “Back then, NACO was giving out free condoms. We wanted to create special brands for truck drivers and sex workers. During a meeting about names, I suggested calling the brand ‘Dipper’ for truck drivers. This was because ‘Use Dipper at Night’ is a common phrase on commercial vehicles, asking drivers to use dim headlights.”
Qureshi added, “We figured we could get free publicity on 4 million trucks since they already had this phrase on them. Our goal was to raise awareness about STDs and condom use among truck drivers. Just as using dipper lights at night helps with safe driving, using dipper condoms is crucial for protecting drivers and their partners from this dangerous disease.”
Dipper Condoms are made by Hindustan Latex Limited (HLL) Lifecare. The packaging design is inspired by the colorful truck art often seen on Indian trucks. Rediffusion created the packaging to mimic this vibrant style, reflecting the look of decorated trucks on highways.
Qureshi explains that they also considered other catchy phrases to promote the new condom, such as “Day or Night, Dipper is Right,” meaning Dipper is always a good choice. Besides Dipper, they thought of names like “Horn Please” and “OK Tata,” which is why these phrases are now commonly seen on the backs of trucks on Indian roads.
This campaign didn’t require much money for promotion. Back then, the media wasn’t very strong, and the internet wasn’t widespread. They used the familiar phrase “use dipper at night” as a tool to help combat a disease that was considered incurable at the time.
Also Read: From Mechanic To Magnate: The Indian With 22 Apartments In Burj Khalifa
