| Title | 1500 DOTS KOLAM |
| Brand | HLL LIFECARE LIMITED |
| Product / Service | MOODS 1500 DOTS CONDOMS |
| Category | A01. Event & Field Marketing |
| Entrant | R K SWAMY BBDO Chennai, INDIA |
| Entrant Company | R K SWAMY BBDO Chennai, INDIA |
| Advertising Agency | R K SWAMY BBDO Chennai, INDIA |
| Name | Company | Position |
|---|---|---|
| Rupesh Kholiya | Hll Lifecare Limited | Group Product Manager |
| Prasanna Rajagopalan | Hansa Events/Activation | Manager |
| Vedha Narayanasamy | R K Swamy Bbdo | Sr. Account Executive |
| Suresh Babu | R K Swamy Bbdo | Jr. Art Director |
| Gokulakrishnan | R K Swamy Bbdo | Jr. Art Director |
| Monica Maria | R K Swamy Bbdo | Account Manager |
| Sunil Ranjan Pathak | R K Swamy Bbdo | Account Director |
| Vinish Vinayan | Post Box | Editor |
| Sangeetha | Art N Soul | Artist |
| Manikandan | Art N Soul | Artist |
| Raj Selvan | R K Swamy Bbdo | Illustrator |
| Sundararaman J | R K Swamy Bbdo | Art Director |
| Balakumar R | R K Swamy Bbdo | Art Director |
| Arun R K Umarsamy | R K Swamy Bbdo | Copywriter |
| Balakumar R | R K Swamy Bbdo | Associate Creative Director |
| Arun R K Umarsamy | R K Swamy Bbdo | Associate Creative Director |
| Vijay Xavier | R K Swamy Bbdo | Executive Vice President |
| 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 |
The brief was to promote ‘Moods 1500 Dots’ Condoms. This exciting variant has 1500 dots as the name suggests and offers thrice the pleasure offered by regular dotted condoms. However, the fact is 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 objective was to overcome this cultural barrier and promote this exciting variant.
Since the dots are on the outer surface, it’s likely to offer more pleasure to women over men. So the solution was to entice women. And what better way than enticing them through Kolam. Kolam is a unique art quite popular among Indian women. 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. So we reached out to the TG with 1500 Dots Kolams integrated with Kamasutra postures that offer maximum pleasure to women.
People were completely enticed by the 1500 Dots Kolams. Everyone actively interacted with the anchor - including lots of women. They took photographs. They laughed, whispered into their spouse's ears. Everyone enjoyed the Kolams. They also 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 after the promotional activity kicked off.
Creative Execution: We promoted the brand in some of the most bustling shopping malls across the country. We drew ‘Moods 1500 Dots’ Kolams in the lobbies and had an Anchor who engaged the audience. The audiences were asked questions about both condoms and kolams, and were given sample packs too. Relevance: 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. We chose the top three kamasutra postures that offer great pleasure to women and integrated them into the traditional Kolams with 1500 Dots.