MTV, the youth channel from Viacom18, talks in the ‘youth tongue’ to reinstate the importance of using a condom and safe sex in its World Aids Day advertisement. Unveiling its campaign for promoting safe sex with the message #Letsgetiton, MTV has created a film about a boy and his parents.
The parents find a box of flavoured condoms in their son’s room. They are expectedly angry with him, but for a rather unexpected reason. What follows is a hilarious story that reminds Indian youngsters about the first and foremost rule of having sex – always use a condom.
While the film starts with the shot of angry parents, it gets hilarious as the parents say that the anger is about the flavour of the condom, which is ‘pudina’. The mother dramatically disapproves it, mentioning how the son hates pudina (mint) and no matter how many preparations and cuisines she has tried, her son never tasted her pudina recipes.
At the end, the father says, ‘it’s good you use condom, but you should also respect the food your mom cooks.’ The ease with which the parents approve of the use of condom and are cool about it, shows the importance of being safe than sorry.
It’s an in-house ad film, ideated and produced by MTV. Ferzad Palia, Head, Youth, Music and English Entertainment, Viacom18, said, “As the ultimate word on the youth, it is our duty and our responsibility to make them aware about important issues that concern them directly. AIDS is a sensitive but extremely important topic and we aim to create awareness and sensitise youngsters in the language they like and understand best – humour. The film has a fresh and fun tone and we have tried to communicate the message through an interesting take on the mother-son relationship. It is also an attempt to make the country aware that instead of treating sex as a taboo subject, one must educate oneself and others about the importance of safe sex and more so while dealing with teenagers.”
Creative Head: Ryan Mendonca
Marketing Head: Navin Shenoy
Digital Head: Gaurav Lulla
Editorial Head: Ravina Rawal
Digital Team: Debanjan Dhar, Debatra Ghosh, Shashank Pande.
Director: Kunal Pardeshi
Producer: Feroz Khan
Art Director: Anish Kumar Pandey (Vachchan Ji) and Team.