Is it a mass hero film or a serial campaign?

Last Updated: Wed, Mar 03, 2010 04:34 hrs

Is it the poster of a forthcoming mass movie or a television serial? Dhillu Dura (DD) has suddenly popped up on posters, hoardings, TV and cinema halls across Tamil Nadu.

People are calling up newspaper offices to find out whether DD is a new consumer product or a film! The campaign has certainly created a curiosity around the whole DD concept.

The surprise is that this is a social awareness campaign. The Dhillu Dura campaign is aimed at encouraging people to clear their misconceptions about AIDS and receive counseling at the Nambikkai Maiyyam (Integrated Counselling & Testing Centre).

A character called Dhillu Dura played by choreographer Ramji 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 TG 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 DD. The concept of Dhillu Dura has been conceived by N&D Communications and executed by JD Jery.

More from Sify: