he 'condom bindaas bol' campaign, which began last year, is promoted by ICICI Bank, the Ministry of Health and Family Welfare in India and USAID (United States Agency for International Development). It aims at dealing with people's embarassment when it comes to asking for condoms. The new viral mailers take this idea forward.

The new viral ad shows a chemist talking to a customer who is outside the frame. The shy customer asks for a condom, calling it a 'woh'. The chemist refers this customer to another one, describing how the latter is not shy of asking for a condom. He urges the first customer to ask for it openly, "bindaas bol".... more