The BBC World Service Trust conducted impact monitoring after the contest was aired.
The campaign reached 52 million men in four states in just three weeks
Nearly 70% of those who saw the ad discussed it with their friends. Remember, the objective was to get men talking about condoms!
The television ad had robust clutter cutting ability, with 11% of those interviewed spontaneously recalling the ad on being given the cue of ads related to sexual health and condoms. The scores were particularly high in Karnataka (29%) followed by Tamil Nadu (15%). Recall of the ad increased 67% when interviewees were shown photos of the ad
