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Download the Adobe Flash playerThe latest phase of
our campaign to normalise condom use in India the BBC World Service Trust has just launched a mobile phone ringtone campaign to promote the use of condoms.
In this clip - a scene, played out at a wedding: a mobile ringtone buzzes with a loud refrain "condom! condom!". Embarrassing for the person holding the mobile phone? Not a bit of it - the reaction of those around the red-faced man is to see him as smart and responsible. The message: "smart men use condoms" (55secs)