IN A COUNTRY THAT DOESN’T FEEL
COMFORTABLE TO EVEN TALK ABOUT
CONDOMS IN PRIVATE,
WE MADE PEOPLE LINE UP TO BE SEEN
IN PUBLIC WITH THEM.
PROBLEM:
India is the origin of Kamasutra, but peoplehere are surprisingly shy
to openly talk about condoms. A 5% purchase* reflects the embarrassment
in buying them. Moods, HLL Life Care, A Government of India enterprise,
and India’s second largest condom brand, wanted to promote the use
of condoms without making people uncomfortable.
*Neilsen Retail Data
SOLUTION:
On Valentine’s day, installations were set upin multiple malls.
Moods Dotted Condoms’ dots, were brought alive as large-sized,
brightlycolored balls in these installations with a fun message;
‘Play with 1500 Dots’. The dots were loved by all. People clickedpictures.
Some carried them back home waiting to be pleasantly surprised with
condoms inside.
RESULTS:
• The campaign was extensively discussed on social media.
• 350% increase in web traffic.
• The product became the hottest selling variant on moodsplanet.com.
• 3% increase in category volume.**
• 6% increase in category value.**
• Most of all a conversation reserved for closed doors, became the talk of the town.
**When the category de-grew by 2%
India is the origin of Kamasutra, but peoplehere are surprisingly shy
to openly talk about condoms. A 5% purchase* reflects the embarrassment
in buying them. Moods, HLL Life Care, A Government of India enterprise,
and India’s second largest condom brand, wanted to promote the use
of condoms without making people uncomfortable.
*Neilsen Retail Data
SOLUTION:
On Valentine’s day, installations were set upin multiple malls.
Moods Dotted Condoms’ dots, were brought alive as large-sized,
brightlycolored balls in these installations with a fun message;
‘Play with 1500 Dots’. The dots were loved by all. People clickedpictures.
Some carried them back home waiting to be pleasantly surprised with
condoms inside.
RESULTS:
• The campaign was extensively discussed on social media.
• 350% increase in web traffic.
• The product became the hottest selling variant on moodsplanet.com.
• 3% increase in category volume.**
• 6% increase in category value.**
• Most of all a conversation reserved for closed doors, became the talk of the town.
**When the category de-grew by 2%
