Condom Ringtone Launched in India

A new cell phone ringtone takes aim at Indians' reluctance to discuss condom use. The "condom a cappella" ringtone, in which voices harmonize while singing "condom, condom!" is being funded by the Bill & Melinda Gates Foundation. "The idea is to tackle the inhibitions and taboos that can be associated with condoms," said Radharani Mitra, creative director of the BBC World Service Trust, the charity behind the ringtone. "Ringtones have become such personal statements that a specially created condom ringtone seemed just the right way of combining a practical message with a fun approach." With 270 million cell customers, up 57 percent in just one year, India is the world's fastest-growing market for mobile phones. To download the ringtone, visit www.condomcondom.org.

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