The sport consists of two teams of seven players occupying opposite halves of a field. Chanting the name kabaddi - while provoking the opposition during play - is a crucial aspect of the game.
Launched on 7 March 2008, the campaign features a kabaddi match where the protagonist wins by chanting 'condom' instead of kabaddi. The campaign is running across TV, radio, cinema, outdoor and print over a six week period.
A mobile text vote is also being promoted in six newspapers across four states. Readers are encouraged to express their opinion on condom use. So far, an average of 89% of readers have responded with a 'yes' to condoms.
Those who talk are winners
The 'kabaddi' advert is the second phase of the ' Jo Bola Wohi Sikander' ('Those Who Talk are Winners') campaign.
The focus of the campaign is to get men talking about condoms, because research has shown that men who talk about condoms are more likely to use them. It also aims to position condoms as a product that men use to show that they care about themselves and their families.
The first phase of the campaign, which launched in December 2007, used a competition to get people talking about condoms. Nearly 400,000 people participated in the campaign, which reached 52 million men in Tamil Nadu, Maharashtra, Andhra Pradesh and Karnataka. It was the first of its kind in the country. More
