Sexual wellness brand Skore from TTK Healthcare has partnered with Isobar, the digital agency from the house of dentsu India, to launch the ‘Cliteracy Drive’ — a fun educational campaign to spread awareness about women's orgasm.
The campaign aims to provide necessary knowledge about the clitoris, its role in orgasms, and to further help men find the correct way to stimulate it with the right products like Skore Oh! Pleasure Gel. For the record, based on research conducted on Indian sexual behaviour, it has been revealed that between 65-75% of women don’t reach orgasm during sexual intercourse. Also, 15% of women have never had an orgasm in their sexual life.
The campaign begins with teasers on key facts, figures, and myths about orgasm. Consumers are further engaged by requesting them to unlock a discount banner through a special experience — an interactive mobile banner designed by mCanvas, an experiential rich media storytelling platform. To avail the discount, consumers must rub the banner with precision. If rubbed the wrong way, the banner responds with tricks and tips of getting it right with Skore Oh! Pleasure Gel. The consumers are then engaged on the brand’s social media pages via snackable interactive content, quizzes, and posts.
The brand has collaborated with digital creator and sex educator, Leeza Mangaldas, to offer learnings through videos that educate consumers on the said subject. A first-ever session titled, ‘Sleepless with Skore’, has also been held with Santu Misra and Aishwarya Subramanyam on their wildly popular Clubhouse room named, ‘The Dark Room’. In this session, people are asked to integrate Skore Oh! Pleasure Gel into conversations around female orgasms and related topics. Several influencers have also been engaged to talk about the problems faced by women while trying to reach their peak.
Demo link to the rewarding rub:
Leeza Mangaldas’s video link:
Vishal Vyas, AVP Marketing, TTK Healthcare: Consumer Products Division, said, “Skore is a brand that believes in empowerment. And with a product like Oh! Pleasure Gel in the Skore portfolio — specially made to intensify female pleasure, we owe it to the women fraternity to address this issue that has been prevalent for generations. After all, for a brand to be relevant, it needs to touch the right nerve.”
Arjun Siva, DGM, Digital Marketing & eCommerce, Skore, said, “Skore has always believed that men and women should be equals when it comes to pleasure, and we have showcased this in our past communications as well. This campaign drives that conviction forward in a far more innovative and effective manner.”
Rahul Vengalil, Chief Business Officer, Isobar India, said, "Isobar is all about innovation and experiences. To drive home a brand thought, we need to look beyond just doing a video — which is one-way communication, and rather do interactive things that are memorable. This is an experience-led transformation that the Isobar brand strongly stands for; and Skore is the perfect brand, and this was the perfect brief, to showcase it."
TTK Healthcare Team
AVP Marketing, TTK Healthcare: Vishal Vyas
DGM, Digital Marketing & eCommerce: Arjun Siva
Brand Manager: Skore Sai Deepthi
Chief Business Officer: Rahul Vengalil
National Creative Director: Aalap Desai
SVP, Strategy: Pragati Rana
Executive Creative Director: Anadi Sah
Business Head: Prashant Lodaya
Sr Director, Media Buying: Priyanka Shah
National Films Head: Taj Ali
Creative Director: Rohit Mukherjee
Director, Strategy: Mamtah Sabhrwal
Associate Director, Media: Ankit Saxena
Director, Client Solutions: Divya Chawla
Sr Media Manager: Sagar Sakharkar
Innovations Lead: Pratik Shringi
Group Head, Copy: Simble Johney
Manager, Strategy: Varun Sekar
Digital Production Head: Nitish Sarkar
Sr Copywriter: Mridha Anand
Sr Art Director: Meghna Natrajan
Designer: Bhuvan Kadyaan
Manager, Social Media: Puja Arleshwar
Sr Executive, Social Media: Maithili Kapileshwar