In India, saying the word “condom” out loud is taboo—even at the pharmacy. India talks about population, but not protection. The real barrier isn’t access—it’s awkwardness. So we turned that hesitation into the hook. Say Condom is a bold retail intervention that normalizes the word by rewarding shoppers who say it out loud. From mom-and-pop stores to music festivals to food delivery apps, the campaign showed up in places where silence usually wins. One word. Said proudly. That’s how change begins.