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," Mitra said.
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.
Over the last six years, the BBC World Service Trust, created in October 1999 and funded by Bill and Melinda Gates Foundation, has been conducting health campaigns in India.