'Jo bola wohi Sikandar'

In India where about 2.4 million people are suffering from AIDS, the awareness about the preventive measures is dismally low.

This is a subject which makes even the dudest of the dude blush in public, parents hate to talk about it and teachers try to ignore this topic. Overall, talking about this issue is still an uphill task.

In the first ever, BBC World Services launched 'Condom Condom' ringtone to increase the awareness about AIDS. The idea was simple; to create an interesting, engaging and yet unoffending way of communication. The campaign 'Jo bola wohi Sikandar' was launched with the 'condom, condom' ringtone at the core. The website http://www.condomcondom.org/ , where the ringtone can be heard, has till now received more than 2.5 million hits and the ringtone has attracted 270 thousand downloads in just 2 months.

Last year Tribal DDB India had launched a campaign on World AIDS Day called as 'Protected Entry'. Before entering into the website, the visitor was asked to choose a condom to protect the cursor before entering into the website. The idea was simple, 'no protection, no entry'.

We already have 270 thousand 'Sikandar' ready to fight against AIDS. Come, join the battle.