Guess which Indian ring tone is being downloaded the most all over the world? No, it is not the latest Bollywood chartbuster, but a public health message that goes "condom, condom".
"People feel embarrassed when it comes to protection so we have to first take care of this. This is how we would be able to check the epidemic nature of the disease. The shock value coupled with bringing the subject out in the open will also help in dispelling the myths," MacPherson said Yvonne MacPherson, country director of the BBC World Service Trust, the international charity of the BBC.
Its makers are amazed by the popularity of the ring tone that was launched last month and aims to promote safe sex, the use of condom and to thus tackle the growing HIV/AIDS epidemic in the country where about 2.5 mn people are estimated to be living with it.
"The 'condom a cappella' ringtone is really innovative. What is amazing is that India has started the trend of a ring tone which carries a social health message. People are excited about this ring tone internationally and are looking to India for this," MacPherson told media.
What has perhaps caught the imagination of the people is the fresh voice, sound and music, which are totally Indian.
"I think the ring tone has international appeal. It has quirky music and sound," said MacPherson.
In the three weeks since its launch, the makers have already received 257,744 SMS requests for download and over two mn hits on the website.
The ring tone can be downloaded by SMSing "CONDOM" to 56887 (download charges apply) or free from anywhere worldwide on the website www.condomcondom.org. The ring tone has been composed by Rupert Fernandes and sung by Vijay Prakash, who is a professional singer, and has chanted the word condom more than 50 times.
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