KamaSutra
KamaSutra Condoms is India’s second-largest condom brand. It is manufactured by J.K. Ansell Ltd. (JKAL), which is a 50:50 joint venture between Raymond Group, India’s largest fabric and branded apparel company, and Ansell Limited. JKAL has a condom manufacturing unit in Aurangabad in the state of Maharashtra, India with a manufacturing capacity of 350 million pieces per annum. JKAL commenced operations in 1991 and launched KamaSutra condoms the same year. Before the formation of the joint venture in 1996, the condom division was part of J.K. Chemicals Ltd., a subsidiary of the Raymond Group. KamaSutra has a range of textured and other special interest condoms – Dotted, Ribbed, Contoured, LongLast, Super thin, Intensity (multi-textured), Smooth (plain, extra lubricated), extra-large, flared and flavoured /scented condoms.
Project: Activation Idea
Brief:
An activation idea for the brand Kamasutra. The target audience is women from 19 to 40. The project had to be a socially relevant cause, and also it should win awards in Cannes or Pencil or any other advertising awards.
Problem :
In India, sex isn’t openly talked about as most of them have a misconception of it as taboo. This thinking originated at home for many and schools didn’t normalize talking about sex.
Insight :
Buying a condom is considered shameful or embarrassing to the point that they use code language or hand gestures to get their point across. This thinking cannot be changed overnight. Buying a condom from a medical store is common, But some feel really awkward buying it from the opposite sex in the store.
Idea:
We have seen people going to the medical store and giving their medical prescriptions and getting their medicine without much verbal information. So we could apply the same for Kamasutra. Where you can get a prescription printed from the Kamasutra site. The prescription would contain the details and flavours of all kinds of KamaSutra condoms. Also, you will get the same prescription in the Kamasutra Condom box, so that you can use it next time.
