By A Correspondent
Masti Condoms has unveiled a campaign after the brand’s decade-long hiatus from the media. PSI IPL is a subsidiary of Population Services International, a global health organisation with operations in 60-plus countries and with programmes targeting malaria, child survival, HIV/AIDS, reproductive health, and diabetes.
Said Shankar Narayanan, Managing Director, PSI IPL: “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.â€
Speaking about the campaign and its execution, Arjuna Gaur, Executive Creative Director, 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.â€
The film has been executed by Prodigious India, Publicis Communications’ inhouse production arm.