1500 DOTS KOLAM

Title1500 DOTS KOLAM
ClientHINDUSTAN LIFECARE LIMITED
Product / ServiceMOODS 1500 DOTS CONDOMS
CategoryA02. Posters
EntrantR K SWAMY BBDO Chennai, INDIA
Entrant Company R K SWAMY BBDO Chennai, INDIA
Advertising Agency R K SWAMY BBDO Chennai, INDIA

Brief Explanation

Moods 1500 Dots Condoms offer thrice the pleasure offered by regular dotted condoms. Since the dots are on the outer surface, it’s likely to offer more pleasure to women over men. So the objective was to entice women. The biggest challenge is the culture. India is a conservative country where sex and condoms are considered taboo topics. While it’s the country that taught the world the art of lovemaking, ironically people go to the level of protesting against porn movies and posters. Even retailers drop condom packs inside a brown paper bag to evade embarrassment.

The Brief

The brief was to promote ‘Moods 1500 Dots’ Condoms. An exciting new variant from HLL Lifecare Limited, these condoms, as the name suggests, have 1500 dots on the outer surface.

How the final design was conceived

Kolam is a unique art quite popular all over India. A geometrical line drawing created by joining a grid pattern of dots, Kolams are an integral part of every festival and are drawn by women in public spaces as well as in front of homes. The dots give immense pleasure to women. Both in a Kolam. And in a Condom. So we married the concept of the Kolam and the Condom in the posters. We chose the top three kamasutra postures that offer great pleasure to women and integrated them into the traditional Kolams with 1500 Dots.

Indication of how successful the outcome was in the market

People were completely enticed by the enticing 1500 Dots Kolams. Everyone who came across the posters, including lots of women, took photographs and shared it with their spouses. They shared their joy with the world – through facebook, youtube and mails. The conservative citizens of the country celebrated the brand in thousands. In thousand five hundred’s, you could say. The Result: Moods 1500 Dots Condoms ran out of stock within 15 days of the launch of the campaign.

Credits

Name Company Position
Rupesh Kholiya Hll Lifecare Limited Group Product Manager
Sangeetha M Art N Soul Artist
Manikandan Art N Soul Artist
Vijay Xavier R K Swamy Bbdo Executive Vice President
Monica Maria R K Swamy Bbdo Account Manager
Sunil Ranjan Pathak R K Swamy Bbdo Account Director
Raj Selvan R K Swamy Bbdo Illustrator
Sundararaman J R K Swamy Bbdo Art Director
Arun R Kumarasamy R K Swamy Bbdo Copywriter
Balakumar R R K Swamy Bbdo Art Director
Arun R Kumarasamy R K Swamy Bbdo Associate Creative Director
Balakumar R R K Swamy Bbdo Associate Creative Director
Navneet Virk R K Swamy Bbdo Creative Director
Navneet Virk R K Swamy Bbdo Executive Creative Director
Vijay Gopal R K Swamy Bbdo President - South/East