Skore, one of India’s leading sexual wellness brands from TTK Healthcare, has partnered with Isobar, the digital agency from the house of dentsu India, to launch the ‘Cliteracy Drive’ – a fun educational campaign to spread awareness about women’s orgasm.
The campaign aims to provide necessary knowledge about the clitoris, its role in orgasms, and to further help men find the correct way to stimulate it with the right products like Skore OH! Pleasure Gel. For the record, based on research conducted on Indian sexual behavior, it has been revealed that between 65-75% of women don’t reach orgasm during sexual intercourse. Also, 15% of women have never had an orgasm in their sexual life.
The campaign begins with teasers on key facts, figures, and myths about orgasm. Consumers are further engaged by requesting them to unlock a discount banner through a special experience – an interactive mobile banner designed by mCanvas, an experiential rich media storytelling platform. To avail the discount, consumers must rub the banner with precision. If rubbed the wrong way, the banner responds with tricks and tips of getting it right with Skore OH! Pleasure Gel. The consumers are then further engaged on the brand’s social media pages via snackable interactive content, quizzes, and posts.
The brand has collaborated with digital creator and sex educator, Leeza Mangaldas, to offer learnings through videos that educate consumers on the said subject. A first-ever session titled, ‘Sleepless with Skore’, has also been held with Santu Misra and Aishwarya Subramanyam on their wildly popular Clubhouse room named, ‘The Dark Room’. In this session, people are asked to integrate Skore OH! Pleasure Gel into conversations around female orgasms and related topics. Several influencers have also been engaged to talk about the problems faced by women while trying to reach their peak.
Sharing his perspective on the campaign, Vishal Vyas, AVP Marketing, TTK Healthcare: Consumer Products Division says, “Skore is a brand that believes in empowerment. And with a product like OH! Pleasure Gel in the Skore portfolio – specially made to intensify female pleasure, we owe it to the women fraternity to address this issue that has been prevalent for generations. After all, for a brand to be relevant, it needs to touch the right nerve.”
Arjun Siva, DGM – Digital Marketing & eCommerce, Skore adds, “Skore has always believed that men and women should be equals when it comes to pleasure, and we have showcased this in our past communications as well. This campaign drives that conviction forward in a far more innovative and effective manner.”
Sharing his views, Rahul Vengalil, Chief Business Officer, Isobar India adds, “Isobar is all about innovation and experiences. To drive home a brand thought, we need to look beyond just doing a video – which is one-way communication, and rather do interactive things that are memorable. This is an experience-led transformation that the Isobar brand strongly stands for, and Skore is the perfect brand, and this was the perfect brief, to showcase it.”
TTK Healthcare Team:
Vishal Vyas, AVP Marketing, TTK Healthcare
Arjun Siva, DGM – Digital Marketing & eCommerce
Sai Deepthi – Brand Manager, Skore
Rahul Vengalil- Chief Business Officer
Aalap Desai- National Creative Director
Pragati Rana- SVP, Strategy
Anadi Sah- Executive Creative Director
Prashant Lodaya- Business Head
Priyanka Shah- Sr Director- Media Buying
Taj Ali- National Films Head
Rohit Mukherjee- Creative Director
Mamtah Sabhrwal- Director, Strategy
Ankit Saxena- Associate Director, Media
Divya Chawla- Director, Client Solutions
Sagar Sakharkar- Sr Media Manager
Pratik Shringi- Innovations Lead
Simble Johney- Group Head, Copy
Varun Sekar- Manager, Strategy
Nitish Sarkar- Digital Production Head
Mridha Anand- Sr Copywriter
Meghna Natrajan- Sr Art Director
Bhuvan Kadyaan- Designer
Puja Arleshwar- Manager- Social Media
Maithili Kapileshwar- Sr Executive -Social Media