Story | In India, lot of men is averse to condoms because it reduces pleasure, even though this attitude could put their partner to risk. The objective of the the ad was to reduce the spread of AIDs by lowering a man's resistance to condoms. To achieve this, the ad portrays a typical act of male insensitivity- the husband continues walking ahead, indifferent to the plight of his wife whose footwear has snapped. While this happens, the wife remembers all the other acts of her husband's insensitivity, which appears as a voiceover. Thus bringing a man face-to-face with his apathy towards his wife's welfare. |