# Controversial Superhero Campaigns Jiten Thukral & Sumir Tagra's Art Aims to Promote Safe Sex By Wesley Grant | Published 2011-03-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/jiten-thukral-sumir-tagra References: [comicsalliance](http://www.comicsalliance.com/2011/02/03/superman-safe-sex-campaign-india/) & [naturemorte](http://www.naturemorte.com/exhibitions/2011-01-29_thukral-and-tagra/selected-works/) Have you ever seen superman save the day in the context of safe sex? Well, the works by Jiten Thukral & Sumir Tagra from India encapsulate him doing so as part of a riveting [safe sex campaign](https://www.trendhunter.com/trends/skyn-supreme-feel-condoms). What’s crazy, is that these artworks by Jiten Thukral & Sumir Tagra portray Superman as a [giant condom metaphor](https://www.trendhunter.com/trends/manforce-condoms). Looking at the paintings make you want to know more -- if you’re serious about an aids-free generation. From religious symbolism to a prism of bright and beautiful colors that infuses a heavenly spectacle with multiple superheroes and sexy ladies, the works by Thukral and Tagra’s prompt open and frank discussion about sex and the transmission of diseases among youth. However, there is some controversy about the effectiveness of the campaign. You can't help but wonder, does Superman indulge in safe-sex practices or not? And did Thukral and Tagra misunderstand the nature of superhero costumes? You decide. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 36% | Activity: 45% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What's Driving This Trend - **Controversial Superhero Campaigns:** Opportunity for disruptive innovation in the realm of unconventional marketing strategies that challenge social norms. - **Promoting Safe Sex Through Art:** Opportunity for disruptive innovation in using art as a medium to open up discussions about sexual health. - **Controversies in Public Health Campaigns:** Opportunity for disruptive innovation in creating more effective and impactful public health campaigns. ### Who This Affects Most - **Advertising:** Opportunity for disruptive innovation in the advertising industry by pushing boundaries and sparking conversations through controversial campaigns. - **Art:** Opportunity for disruptive innovation in the art industry by using art as a powerful tool for social advocacy and promoting important causes. - **Public Health:** Opportunity for disruptive innovation in the public health sector by exploring new approaches to educate and engage the public in health-related issues. ## Related on Trend Hunter - [Safer Sex Campaigns](https://www.trendhunter.com/trends/use-a-condom.md) - [Vegetable-Themed Condoms](https://www.trendhunter.com/trends/the-rise-of-horticulture.md) - [Sexual Wellness Streetwear Collabs](https://www.trendhunter.com/trends/goat-condom.md) - [Superhero-Themed Hospital Campaigns](https://www.trendhunter.com/trends/sickkids-foundation-ad.md) - [Superhero Snack Campaigns](https://www.trendhunter.com/trends/black-ghost-chilli-chicken-wings.md) - [Classic Superhero-Inspired Donuts](https://www.trendhunter.com/trends/krispy-kreme-hungry-for-heroes.md) - [Fictional AI-Powered Condoms](https://www.trendhunter.com/trends/manforce-condoms.md) - [Healthy Superhero-Themed Snacks](https://www.trendhunter.com/trends/too-yumm.md) - [Vibrant Retro Transport Campaigns](https://www.trendhunter.com/trends/public-transport-safety.md)