India is the land of the Kamasutra, yet Indians shy away from the mere mention of sex and condoms. Perturbed by this attitude, Moods, one of India's popular condom brands from HLL Lifecare, partnered with Rediffusion-Y&R to come up with an innovative outdoor activation.
The initiative was aimed at promoting the use of condoms without making the consumer uncomfortable. Telephone booth, car and bathtub installations filled with balls (signifying the dots on the condoms) were set up in buzzing malls in Delhi and Mumbai, with the striking message -- 'Play with 1500 dots'. The idea received a favourable response, claims the brand.
Participants clicked pictures, while some even carried the balls home and were pleasantly surprised to find condoms inside. The interactive forum made a conversation reserved for closed doors, the talk of the town. The brand campaign rolls later this month.