The TVC created by RK Swamy BBDO, avoids the usual explicit nature of condom advertising and is meant for international markets
BestMediaInfo Bureau | Delhi | November 24, 2011
Taking a cue from the nuances of cross-cultural communication, RK Swamy BBDO has made a new and refreshing TVC for Moods Condoms. The campaign titled 'Your Time, Your Place, Your Moods', has been tastefully designed to run in all the key international markets of the brand.
Commenting about the international appeal of the campaign, V V Vijaygopal, President (South), RK Swamy BBDO, said, "The challenge was to base the communication on a universal insight that would work across geographies. We wanted to do a condom ad that would look like anything but a condom ad, something that would bring a smile and at the same time ensure strong branding. So we ignored the conventions of explicit content in condom advertising and used humour instead.”
The TVC, currently on air, shows surprised characters in different situations discovering evidence of Moods users having been there and done that. The creative idea hinges on people's universal and often unfulfilled fantasies of taking intimacy beyond the bedroom to a forbidden or adventurous place.
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