BBC launches condom campaign

The campaign, launched in five Indian languages, will show a kabbadi match where players will chant "condom".

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.