Key highlights:

  • The Manforce Achaari condoms post was shared on Facebook over 2,500 times
  • The Durex Jeans teaser ad with Ranveer Singh has already received over 2.2 million views
  • The condom market in India is approximately Rs 800 crore

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Condom brands seem to be getting much more creative in the their marketing efforts at getting through to the audience. Recent ad campaigns of condom brands on social media even went viral with several taking to Facebook and Twitter to voice their opinion or just to have a good laugh.

What's surprising is that these brands are not even creating this conversation by showing anything erotic or obscene. Nevertheless, condom brands are making Indians talk online about a product which for many years was a hushed topic.

In fact, it is the innovations in the product that seem to be taking stage for condom brands.

Recently, we saw that with Manforce condoms, by Mankind Pharma, came out post on Facebook that they are launching 'Achaari' flavored condoms. The Facebook post read 'For the Parantha and Achaar lovers!' with the hastag #FlavoursofIndia.

The post was shared on Facebook over 2,500 times and and over 6,200 likes and other reactions and most importantly 2,127 comments till recently.

exchange4media report.

However, the communication of these brands definitely seems to have grown bolder from what they used to be earlier. 

While the boldest condom ad still has to be the Kamasutra ad in the early 90's featuring Milind Soman and Madhu Sapre, condom brands today have learnt to craft their communication to going beyond being just tacky or erotic.

K V Sridhar (Pops) said that condom brands today are using a more playful tone and as there is no censorship on social media it becomes easier for them. He said that there were a lot of controversies with Kamasutra condom ads earlier.

“Earlier you had to be subtle when creating condom ads. The product was regarded as a taboo in India. People used to buy it discreetly. At least now the communication is leading the way by adding the fun quotient into buying condoms. Condoms are now becoming more acceptable,” he said.

“I think they are doing well, but not very well. India should have the largest sales of condoms in the world. But it does not. This is because many people in India still do not buy condoms even today. But I think the future is bright for condom brands and for those that manage to stick around they could benefit from a lot of sales in India. That is if they manage to crack the fun element quotient of using condoms,” he adds.

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