In a joint effort, the condom brand and creative agency ADK Fortune have come out with an outstanding insight of educating people to literally shut their phones up and not film their moments of intimacy as their seemingly harmless actions can lead to grave consequences
What comes to the mind when you think of a condom ad? Shots of seduction and intimate moments? But when this Manforce condom ad landed on the internet, it was more than that. It redefined the meaning of unsafe sex. Born with a serious insight and the most equipped brand connect, Mankind Pharma’s condom brand Manforce has judicially connected safety through the condom and precaution with the phone.
The campaign conceptualised by ADK Fortune urged young couples to literally shut their phones up and not film their moments of intimacy. It also makes them understand the grave consequences of their seemingly harmless actions.
According to the India Today Sex Survey 2017, around 19 per cent of couples in India admitted having filmed their private moments on their smartphone cameras. This makes them vulnerable to voyeurism and pornography. Moreover, leaking of these tapes has resulted in thousands of cases of blackmailing and suicide.
The film titled #ShutThePhoneUp is the story of a couple who can’t seem to find their phone on the morning after they had filmed their moments. The realistic performance and the slow-building tension and panic in the film accentuate the gravity of the issue.
Rajeev Juneja
Rajeev Juneja, CEO, Mankind Pharma, said, “Manforce being a leading brand in the category has a larger responsibility in addressing relevant issues related to safe sex. This campaign brings to light the sensitive yet important issue of more and more couples filming their moments of intimacy. We found the time is right to educate couples on the seriousness of the problem.”
Akashneel Dasgupta
Talking about the insight, Akashneel Dasgupta, ECD and Senior Vice-President, ADK Fortune, said, “We wanted to redefine what is unsafe sex. Not wearing a condom can cause STD or AIDS is 30-year-old news. Enough has been done and communicated about the side effects of unsafe sex. Through this film, we have informed people that filming one's intimate moments is an extremely unsafe thing to do. With this, Manforce is just broadening the definition of safe sex. At times people film their moments as part of the fantasy and a thing to enjoy, but what if tomorrow their phone gets lost.”
Dasgupta said that the most important part of the execution was the casting of the film. The team met more than 100 people for both the girl and the boy's role. He said, “We wanted extremely fresh and believable faces so that the story looked realistic. We took almost a month for the audition that happened in Delhi, Mumbai, Bangalore and even the small towns. For us, the casting, location and the feel we wanted to give was most important.”
The campaign will be promoted on social media platforms through programmatic and influencer marketing. The campaign is already going viral with more than 25 lakh views on the brand’s YouTube channel.
Is it a phenomenon generating from tier one cities?
Dasgupta said, “We did a lot of research and surprisingly found that most of the leaked videos come from smaller towns like Ranchi, Shimla, Bhopal, etc. In fact, in tier two and three cities, it is worse as girls are far more gullible and innocent. At least tier one girls are a little more aware and conscious.”
The film has been shot in the Sula Vineyard resort.
The TVC:
Manforce will continue using Sunny Leone as its brand ambassador for its usual brand campaigns.
Manforce-Sunny Leone ads:
Mankind Pharma was incepted in 1995 is racing towards a turnover of $1 billion. The strong portfolio of products ranging from Pharma to popular OTC & FMCG brands – Manforce Condoms, Unwanted72, Prega News, Adiction, Gas-O-Fast, and Kaloree-1 provides the strategic benefits of integration that allows Mankind Pharma to perform best in an increasingly competitive market. Mankind further expanding the horizon in Sri Lanka, Vietnam, Philippines, Myanmar, Cambodia, African and CIS countries.
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