Dhilluthura is a social awareness campaign

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.