A lot has changed

A lot has changed

Yet a lot hasn’t

We add one Australia every year but bury our head in sand like ostriches

do……

2.5-3 Mn people HIV+

Client Brief

• Get the condom out of the closet• Break the taboo-without treading along the

disease/fear/contraception/sexual pleasure path

Marketing objective

One more brand that need to be sold to men for smart and healthy living

The Target Audience

• Adult men -15-54/SEC CDE.• Resident of South and western part of India

(States with low condom usage as well as higher instances of AIDS)

Consumer Insight

They will use it If they say it

Media strategy

Take the bull by its horn

Too shy to say “condoms”….!!

Lets say it really loud

How was this campaign different?

Behavior change communication

• Spread over 3 stages-gradual process• Opportunities to engage with consumer• Create a seamless surround of condom

communication.

What role did media play?

• Made people say Condom aloud.

What role did media play?

• Wove condoms into the fabric of peoples’ life.

What role did media play?

• Made consumers bond with condoms!

How did we go about it ?

The three stages-First stage

STAGE I : Say CONDOM in the comfort of YOUR own space

Stage 1• “Say-Condom-Aloud” contest (Riddle) • Aired across several TV channels, radio stations and

cinema halls. • Participation by calling a voice portal and saying the

correct answer “Condom” in order to win prizes.

Contest being promoted on ground

Winners of the contest

On ground promos

20 day contest-4 lakh people participated

Partner App No of Qs. Period Circles Gratification Performance Promotions

TV Channel

Saawariya Contest 1 10 Days NationalA sony Bravia LCD

TV140K

Promos across Hindi Mass Channel

Kids ChAction Vacation

Contest100 Q on Cartoons

60 Days National

J etix Goodies; WWE goodies; Autographed

Tees

600K TV promos

TV Channel

Ek Mulakaat Sitaaron Ke Saat

5 Qs related to Star Shows

3 WeeksNational on BSNL Mobiles & Hutch

get to meet the Star Parivaar members and

spend an evening with them

700K

TV promos; Print Ads, Radio Spots and Road

Shows - launch of Star Voice

The response - at par with a high decibel consumer promo for any popular brand/movie (IVRS)

The three stages-Second stage

STAGE I : Say CONDOM in the comfort of YOUR own space

STAGE II : Express YOUR opinion as a part of larger community

The fictitious game of Kabaddi transformed into a real debate about condoms

Play Kabbadi AV Play RJ talk

Engineered controversy/debate on the issue across media

SMS polls; ‘do smart men talk Condom’

Ambient media in youth junctures

Media catalysed consumer into debating whether condoms should be “talked” about.

Result

• More than 80% of the people polled said it was OK for smart men to talk “condom” in public.

The Three stages-Final Stage

STAGE I : Say CONDOM in the comfort of YOUR own space

STAGE II : Express YOUR opinion as a part of larger community

STAGE III : Come out in open in favour of CONDOMS

Marriage AV

CNN rated this as the must have ringtone

Result• 475,000 people asked for the condom ringtone

download through the SMS short code• 200,000 downloaded the ringtone from the website • The ringtone also received footage across national

dailies and TV, International press. • Over 200 portals wrote written about the condom

ringtone. • The website received over 3.5 million hits over the

campaign period

Result

• Baseline study done at each stage by BBC WST of the campaign revealed that the message comprehension (‘talk about condoms’) rose from 2% to 61%, likeability from 61% to 89% .

Last but not the least

Condom sales through government channels grew by 85.0 million units during

the campaign period

Thank You