Delhi: Manforce condoms, marketed by Mankind Pharmaceuticals is synonymous with protection and safe sex.
Staying true to the brand’s proposition, Manforce has launched its new campaign #ShutThePhoneUp targeted at young couples across the country. According to the India Today Sex Survey 2017, around 19% of couples in India admit to have filmed their moments of intimacy on their smartphone cameras. This makes them vulnerable to voyeurism and pornography. Moreover, leaking of these tapes have resulted in thousands of cases of blackmailing and suicide.
#ShutThePhoneUp Manforce urges young couples to literally shut their phones up and not film their moments of intimacy. Moreover, it makes them understand the grave consequences of their seemingly harmless actions. Commenting on the campaign, Mr. Rajeev Juneja, CEO, Mankind Pharma said that “Manforce being a leading brand in the category has a larger responsibility in addressing relevant issues related to safe sex. This campaign brings to light the sensitive yet important issue of more and more couples filming their moments of intimacy. We found the time is right to educate couples on the seriousness of the problem”.
The #ShutThePhoneUp campaign has been conceptualised and executed by ADK Fortune. Adding to what Mr. Juneja has to say, Akashneel Dasgupta, ECD and Sr. V.P., ADK Fortune said; “People usually think of safe sex as just using protection. When we came across the alarming statistic of 19% of couples in India filming their imitate moments, we realised that protection means a lot more than just using a condom and that ‘safe sex’ as a term should be broadened and redefined in today’s society”.
The film is a thrilling story of a couple who can’t seem to find their phone on the morning after they had filmed their moments of intimacy. The realistic performance and the slow building tension and panic in the film accentuate the gravity of the issue.
The campaign released on 25th October and will be supported with other mediums apart from the film. More details about this campaign can be obtained from Manforce’s website and its Facebook page.
CEO: Rajeev Juneja
Brand Team: Joy Chatterjee, Eshita Goswami
Agency: ADK Fortune
Managing Partner: Subroto Pradhan
SR V.P. & ECD: Akashneel Dasgupta
AVP & Sr. C. D.: Tamanna Virmani
Story and Screenplay: Akashneel Dasgupta
Account Management: Kunal Sharma, Vishnu Narain Lal, Asmita Goswami
Production House: Absolute Productions
Director: Manoj Pillai
Producers: Puneet Bhatia, Prafull Sharma