Dhilluthura
has suddenly popped up on posters, hoardings,
TV and cinema halls across Tamilnadu. The question
on everybody’s lips is whether this is
a film or TV serial. The surprise is that this
is a social awareness campaign. The concept
of Dhilluthura has been conceived by N &
D Communications and executed by JD Jerry.
The Dhilluthura campaign is aimed at encouraging
people to clear their misconceptions about AIDS
and receive counseling at the Nambikkai Maiyyam
(Integrated Counseling & Testing Centre).
A character called Dhilluthura has been created
to resemble a mass hero styled with bright flashy
clothes, flamboyant hairstyle and swagger reflecting
a devil-may-care attitude. A fun-loving playboy,
he is someone that the high risk target segment
would relate to. It has series of three teasers
that will be telecast on leading Tamil channels
and finish with a revealer. An outdoor event
has also been planned with the character Dhilluthura. |
