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.
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%