The BBC World Service, in an effort to prevent transmission of HIV in India, has created a free ringtone for your mobile phone that chants like "condom, condom…"

The idea is to make the word ‘condom’ more socially acceptable here.

If this sounds a bit embarrassing or funny, hit the play button above or download the MP3 ringtone here (680 kb) – pretty creative and you may actually like it.

The project is funded by the Bill & Melinda Gates Foundation.