PSI IPL disrupts the condom category with its new integrated campaign for Masti Condoms

Gurugram: Masti Condoms, from PSI India Private Limited (PSI IPL), has unveiled a new integrated campaign. The campaign comes after the brand’s nearly 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 programs targeting malaria, child survival, HIV/AIDS, reproductive health, and diabetes. The organisation provides life-saving products, clinical services, and behaviour change communications that empower the world’s most populous countries to lead healthier lives.

Shankar Narayanan, Managing Director, PSI IPL points out, “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.”

To address this large unmet need, Masti Condoms has introduced the ‘Man of the Match’ proposition in its newest campaign. The campaign has adopted a route different from the currently-aired condom commercials, and focuses on consensual contact and equal agency rather than appealing to a primal human need. The integrated campaign has been conceptualised by Leo Burnett India.

Speaking about the campaign, Amit Kumar Taneja, Deputy Director Marketing, said, “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.”

Watch the films here:

Applause:

Lunch box

Catch

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.”

The film has been executed by Prodigious India, Publicis Communications’ in-house, world-class production house.

CREDITS LIST

Client: PSI India Private Limited

Client Team on Research Insights: Shankar Narayanan, Amit Kumar Taneja, Kiran Thejaswi

Brand: Masti Condoms

Creative Agency: Leo Burnett India

Chief Executive Officer, Leo Burnett, South Asia &Publicis Communications India: Saurabh Varma

Chief Creative Officer, Leo Burnett, South Asia: Rajdeepak Das

Chief Strategy Officer, Leo Burnett, South Asia: Dheeraj Sinha

Executive Creative Director: Arjuna Gaur

Creative Team: Karn Singh, Sudhir Das, Biswajit Das, Sandeep Juneja

President – North: Samir Gangahar