The much talked about condom advertising ban between 6 AM and 10 PM, hasn't bothered PSI IPL as it has rolled out a campaign consisting of three films for Masti Condoms. PSI IPL is a subsidiary of Population Services International, a health organisation with operations in more than 60 countries worldwide. The films have been conceptualised by Leo Burnett India.
The films follow the ‘Man of the Match’ theme as the brand looks to appeal to men using cricket.
One film (above) shows the protagonist, being 'man of the match' in office as well as the bedroom.
Another shows the results of a man impressing his wife. He gets a lavish lunch to office with a note.
The third film shows how a man saves his wife as she falls off a ladder and turns that into an intimate moment.
Shankar Narayanan, MD, PSI IPL, said, “It is worthy to note that two-thirds of India’s population is constituted by generation Y and generation Z. With a young population set, there is a large need for contraception education and contraception use. Also, condoms are the only form of contraception that protect against unwanted pregnancies as well as STIs. Despite the burgeoning population, the condom market has shrunk from 2.1 billion pieces in 2014 to 1.8 billion pieces in 2017. The high decibel communication efforts by numerous players in the category only reveal a lack of a segmented approach. It is also evident that the currently ruling category communication has not helped grow the market.”
Amit Kumar Taneja, deputy director marketing, added, “PSI IPL is excited that after nearly a decade a leading brand like Masti is advertising again by leveraging almost three decades of its category experience and deep knowledge in the reproductive health and family planning space. In a category where brands either objectify women or approach sex quite frivolously, PSI IPL used an insight-driven approach to increase condom use with Masti. For us, the ‘Masti Man’ is one who is well-rounded. The positioning, derived from conducting comprehensive research, talks to couples in a progressive relationship. The Masti Man is an all-rounder who not only aces at work but also knows his responsibilities at home and believes in equal agency for his partner. For him sex is a part of his life and not his entire life. Therefore, this all-rounder Masti Man is no less than a ‘Man of the Match’ for his partner. The commercials not only look at the category in a refreshing manner but also fit well with the ethos of PSI IPL as a company.”
Arjuna Gaur, ECD, Leo Burnett India, said, “The task for brand Masti Condoms was to reach out to men – especially in small towns – and communicate a more progressive take within the category without objectifying women. We wanted to create a platform that would appeal to men in general, so we thought why not leverage India’s favorite pastime – cricket? Hence, we arrived at ‘Man of the Match’, the most identifiable achievement that stands for consistency and performance across age groups and demographics in cricket terms.”
The films are on-air on television and across digital.
Client: PSI India Private Limited (PSI IPL)
Client team on research insights: Shankar Narayanan, Amit Kumar Taneja, Kiran Thejaswi
Brand: Masti Condoms
Creative agency: Leo Burnett India
CEO, Leo Burnett, South Asia and Publicis Communications India: Saurabh Varma