A new idea has been introduced to promote safe sex in India: a ring-tone that sings "Condom! Condom!"

Health services hope the ring-tone will be seen as amusing and act to undercut the stigma that currently surrounds both condom use and HIV.

Yvonne MacPherson of BBC World Service Trust India told the Associated Press, "We’ve made a conscious effort to move the concept of the condom away from negative association, like HIV and sex work. Condoms are actually health products and if you have a condom and you use it, you are seen to be smart and responsible."

So far the ring-tone has been downloaded over 60,000 times.

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