Tarakash Josh! : A website for Youth!

Pankaj Bengani

This particular campaign caught my attention for two reasons. Firstly, it is from the Hindustan Latex (a Government owned Condom manufacturing company) and secondly, the artwork they used to advertise their product. It is very creative but hard to be understood and digested by common man.


This campaign was of the ‘public interest’ series, to spread the message among common people to use the condom all the time they go for sex. The idea and initiative was good but when you see the creativity you realize that it is very difficult to understand the message sent through it. All the three creative ads have a common tag line - What ever you do, use a condom. Even this tag line is very confusing, though it is go with the creative very well.


Take an example of first creative as shown here –

In this artwork there is a cat, which is shown as a dish, and there are some forks laid on the table. Tag line of this advertisement is same - Whatever you do, use a condom. Now, try to resemble the message with the storyboard they are using.


What are we supposed to do? Do we suppose to eat the cat? But, this does not go with use of condom. Then, what is the purpose? What does the creative director want to highlight?

I read many forums and came to know that people take this advertisement as per their own resemblance.

One says, In Argentina, "to eat a cat" translates as "having sex with a whorish girl". That's the concept working here, though its slang.


But he too was not much sure about the meaning. There were other versions of flying thoughts too. But perhaps, what it means is "Eating Pussy". In rational English "eat pussy" is to give a girl a blow job, but I don't see how a condom in your penis can help you prevent diseases if you are using your mouth at that time. So broadly speaking the messages conveyed by this artwork is somehow confusing.


In another artwork, they have shown cartoon of a donkey and a pistol. Here again, the tag line is same - "Whatever you do, use a condom."

Now, what does it mean? Taking hint from an advertising forum, I searched www.urbandictionary.com (an online dictionary of slang), and got this impression. These two cartoons can resemble as "Donkey Shot". According to Urban Dictionary - A Donkey Shot or "Don Quichotte" is when someone is performing in ‘doggy style’ (doing a chick from behind) and as he's about to ejaculate, slaps the chick on the buttocks so she clenches up.


For Example –

I was having a hard time finishing so I gave her a DONKEY SHOT and that tightened her up enough for me.


Finally lets take a look at the third artwork, which is comparatively more easy to understand then previous two –

Now, what it means? "Suck the Cock!" perhaps.


So, as you may realize, these are very good artwork which are part of a campaign to encourage people to use condom during their sexual encounter. But, there is a problem; it failed to convey the message as smoothly as it is supposed to be. Finally, for your record, these creative ads won Gold medal in a major Advertising Award program.